Coors Light has rolled out a summer promotion in the US that marks the first application of photochromic inks in partnership with Crown Beverage Packaging North America.
The Coors Light Summer Certified cans program, which kicked off in May and will run all summer, features six limited edition cans with sunlight-activated specialty inks and printing.
The series of Coors Light collector cans, available in 355 ml and 473 ml sizes, will be released in phases throughout the summer.
“Our market research has shown that one of the top drivers of consumer purchase intent is ‘packaging that stands out,” noted Garrick Frittelli, assistant marketing manager for Coors Light.
“This innovation, which leverages both photochromic and thermochromic inks, will be a key differentiator for Coors Light this summer.”
“These inks will bring the can to life like never before by revealing bold, bright colors when the cans are exposed to the sunlight.”
“The colder the beer, the brighter the colors – both cold certified and summer certified.”