Going Like Sixty — May 18, 2007 — Lifestyle
References: coors
Coors has decided that beer drinkers can't really tell when their beer is cold enough to drink. So look for Coors Ambassadors at your favorite beer cave to explain the Cold Activated Bottle.
Coors has developed a label that turns the mountains blue when the beer is the correct temperature to chug.
"When drinkers choose Coors Light, they're looking for refreshment. The Cold Activated Bottle is designed to ensure that drinkers experience the coldest, most refreshing beer possible," said Andy England, chief marketing officer for Coors Brewing Company. "...we are celebrating our newest innovation by inviting consumers to come out and raise a cold one ..."
Coors has developed a label that turns the mountains blue when the beer is the correct temperature to chug.
"When drinkers choose Coors Light, they're looking for refreshment. The Cold Activated Bottle is designed to ensure that drinkers experience the coldest, most refreshing beer possible," said Andy England, chief marketing officer for Coors Brewing Company. "...we are celebrating our newest innovation by inviting consumers to come out and raise a cold one ..."
Trend Themes
1. Temperature Activated Labels - Implementation of temperature-activated labels in various products such as beer bottles and food packaging could revolutionize how consumers perceive food and drinks as they get the most out of the product.
2. Sensory Marketing - Sensory marketing as a method to activate the consumer's emotional and instinctual desires in marketing, such as using color-changing labels, could provide an essential lift for brands that offer a unique sensory experience.
3. Innovative Packaging - Developing innovative packaging that can make the customer appreciate the product even better, such as temperature-activated labels, can help companies distinguish themselves from their competition.
Industry Implications
1. Beverage Industry - The beverage industry, particularly in the beer sector, could benefit from the use of temperature-activated labels as it provides convenience and enhanced customer experience.
2. Packaging Industry - The customized temperature-activated label requirement offers potential to the packaging industry as an instrument of innovation by developing labels that meet the customers' needs and preferences.
3. Marketing Industry - The marketing industry could benefit from the use of sensory marketing to strengthen brand uniqueness and make the offering experience more immersive, with methods such as temperature-activated labels.
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