SOURCE: MillerCoors

MillerCoors

May 02, 2011 11:30 ET

Coors Light® Continues to Set the Cold Standard, Introducing New Two-Stage Cold Activation

Light Beer Known for Continued Innovation Embarks on Its Coldest Summer Yet

CHICAGO, IL--(Marketwire - May 2, 2011) - The World's Most Refreshing Beer continues to out-cold itself, as Coors Light packaging now features a new design that tells you when your beer reaches the "peak of refreshment." As part of its upcoming Super Cold Summer, the brand is debuting the latest in cold-activated technology: New Coors Light Two-Stage Activation bottles and cans, which make it easy to see when your Coors Light goes from cold... to Super Cold.

Studies indicate more than 70 percent of legal-drinking-age men have put their beer in the freezer to achieve the desired level of cold. The trick is to know when to take the beer out. Now on Coors Light bottles and cans, the iconic mountains still turn blue when the beer is cold, and in addition, a new Cold Indicator bar will turn blue at the same time. Then, when the Coors Light temperature is at the peak of refreshment, a second Super Cold Indicator bar turns blue.

Starting this month, the launch of Coors Light Two-Stage Cold Activation will be supported in many ways from coast to coast. The brand is amping up its advertising support by rolling out 11 new TV spots touting Two-Stage Super Cold Activation. These include new creative featuring entertainment mogul Ice Cube in two ads, titled "Cold Talk" and "Cold Challenge," that depict a humorous stand-off between Ice Cube -- hip hop star, actor, screenwriter, director and producer -- and Super Cold Activated Coors Light in a battle over who is colder.

Coors Light is celebrating the debut of its newest innovation with an iced-out N.E.R.D. concert May 25 in Atlanta. Tickets to the invitation-only event are being awarded solely through local radio prizing and retail promotions, but for consumers who can't be there, the concert will be simulcast on the brand's Facebook page and on Ustream.tv. This is the first of many ice-clusive special events Coors Light is hosting across the country this summer.

From a digital standpoint, the Coors Light Facebook page will introduce "The Master of Cold," an online champion for Super Cold refreshment. His focus is on upgrading average consumer experiences -- how to go from cold to Super Cold. The Master of Cold will introduce and promote exclusive content and behind-the-scenes access on the Coors Light Facebook page and the brand's YouTube channel.

As an extension of the Two-Stage Cold Activation packaging launch, nearly 3,500 beer retailers who meet certain criteria to ensure Coors Light is Super Cold at the point of purchase will be "Super Cold Certified" this spring. The retailers will display a neon sign as evidence that the Coors Light in their store is Super Cold.

For more information on the Coors Light Super Cold Summer, visit www.facebook.com/CoorsLight.

About MillerCoors
Built on a foundation of great beer brands and more than 288 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies. MGD 64 completes the company's premium light beer portfolio, offering consumers fresh, crisp taste at just 64 calories. MillerCoors brews full-calorie beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light. The company also imports Peroni, Grolsch, Pilsner Urquell and Molson Canadian and offers innovative products such as Miller Chill and Sparks. MillerCoors features craft brews from the Jacob Leinenkugel Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel's craft brewery in Chippewa Falls, Wis., and two microbreweries, the Leinenkugel's 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to become the best beer company in America by driving profitable industry growth. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.

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