A collaborative project between brewer Molson Coors and one of Crown’s beverage can plants is aiming to boost sales of Coors Light beer during the ‘100 days of Summer’.
In the promotion, starting this month in Canada, six designs of collector’s cans will be sequenced inside cases of 12oz and 16oz cans of Coors Light. Key to the label designs on the cans is that they use photochromic inks in addition to the thermochromic inks that have been a hallmark of Coors Light cans for many years.
It’s the first time that the printing chemistries have been used together, and the Crown plant at Batesville in Mississippi has harnessed its decoration techniques to enable its customer to exploit both temperature and light to enhance the appearance of the cans.
Garrick Frittelli, assistant marketing manager for Coors Light at Molson Coors – now the world’s third largest brewer since its acquisition of SABMiller’s business in North America last year from Anheuser-Busch InBev – explains the ‘100 days of Summer’ concept behind the promotion...