The ad will go live across UK TV networks from 11 March for a 4-week campaign.
The new cold activated can features temperature sensitive Rocky Mountain logos on both sides of the can, which turn blue when the beer is ice cold and ready to drink.
Coors Light UK brand director, Jeremy Gibson says: “Our drinkers are already demonstrating just how much they love the ice cold, light tasting refreshment that only a Coors Light can deliver; and not only is the brand in 40% growth in the Off Trade but households are spending an additional £1m on Coors Light and 20% of Coors Light drinkers are new to the lager category, adding more great value for our customers.”
“We want every Coors Light Drinker to always be able to enjoy Coors Light when it’s as cold as the Rockies. The Cold Activated Can is an exciting new innovation that guarantees when that time is and creates new opportunities for us to build awareness and trial with shoppers who are moving towards lighter tasting lagers.”
The new cold activated can format will be advertised alongside the cold activated bottle with advertising, glassware deals, ’Peak Points’ and rewards offers.