Revolutionizing the Beer Industry with Coors Light’s Innovative Cans
In the dynamic world of brewing, standing out with a unique product presentation can make all the difference. Facing intense competition, Coors Light, nearly 16 years ago, presented a game-changer with its color-changing cans—reshaping its image and reviving the brand’s core values.
The Groundbreaking Concept of Cold-Activated Cans
Imagine holding a can of beer, its mountain imagery colorless, waiting to reveal a vibrant shade of blue—a sign that your beer has reached the perfect chilly temperature for enjoyment. This innovative approach to packaging was not just a marketing gimmick, but a stroke of genius from Lyle Small, the founder of Chromatic Technologies, Inc. (CTI).
Lyle Small: The Visionary Behind the Magic
Interestingly, though he spearheaded the transformation of beer can technology, Lyle Small had never indulged in the beverage himself. In fact, his expertise lay in his company, founded in 1993, which specialized in sunlight-activated and glow-in-the-dark inks. Yet, thermochromic ink, changing colors with temperature alterations, captured Small’s aspiration the most. “I always had a dream that a beverage company would adopt this,” Small confided to Beer & Beyond.
From Concept to Reality: Coors Light’s Journey
With the collaboration between CTI and Coors Light established, the brewery’s vision materialized into cans where mountains turned a crisp blue at about 46 degrees Fahrenheit. The concept first materialized in the UK in 2007, heading next to Canada in 2008, before finally making its mark in the US in 2009.
A Triumph for Brand and Technology
Small’s dream didn’t just take off—it soared. The temperature-sensitive, color-changing beer cans phenomenally impacted the brand’s sales trajectory. Described by Small as “a home run that exceeded all of our expectations,” the innovation propelled Coors Light to overtake Miller Lite as the third top-selling beer in the US.
Reinforcing Coors Light’s Chilled Tradition
But its success didn’t halt. By 2011, just two years subsequent to the cans’ introduction in the US, Coors edged past Budweiser to claim the number two spot in national sales. This achievement echoed the timeless relevance of the color-changing message, which highlighted the brand’s dedication to providing a uniquely cold beer experience.
Coors Light and the Emblem of Cold
“It’s more than a feature—it’s our legacy,” proclaims Chris Steele, the senior marketing director for Coors Light. Emphasizing the brand’s ethos, he remarks, “We’re the only beer brand that’s cold lagered, cold filtered, and cold packaged. These blue mountains symbolize our deep-rooted commitment to cold.”
Integrating Science and Visual Appeal
Today, the color-changing cans have become synonymous with Coors Light itself—a testament to the brand’s innovation and the complexity of the scientific process behind it, which effortlessly translated into a simple yet impactful visual prompt.
Further Adventures in Beer Innovation
Curious about Coors Light’s other creative endeavors? The brand has consistently shown flair with its marketing tactics. From crafty beer lollipops during March Madness to royal Beer Thrones to celebrate football’s return, and even making a splash in the realms of sports and entertainment podcasts, Coors Light continues to innovate and entertain.
Intriguing Celebrations and Partnerships
Indeed, the brand’s finger is always on the pulse of what’s trending, connecting with audiences through fun and interactive campaigns—reinforcing Coors Light’s position not just as a beer choice, but as a cultural icon.
As Coors Light continues to build upon its innovative legacy, the color-changing cans remain a brilliant reminder of how a small change can lead to a transformative impact on an industry. From cooling lagered depths to the thrill of game day, Coors Light’s journey exemplifies the power of innovation to evoke tradition and trigger excitement, one icy-blue mountain at a time.
The integration of brewing technology and creative packaging design in Coors Light’s Color-Changing Cans is a testament to beer innovation at its finest. I’m thoroughly impressed by how these smart cans have set a new standard in the industry.