Molson Coors Beverage Company is bringing back its ‘Peak of Technology’ campaign for Coors, highlighting the brand’s cold-activated packaging technology designed to help consumers enjoy lager at the optimal temperature.
The campaign centres on Coors’ thermochromic ink, which turns the mountain peaks on bottles and cans blue when the beer is perfectly chilled. New research commissioned by the brand shows that while 92% of UK beer drinkers say properly chilled lager is important when friends visit, only 16% typically chill beer two to three hours in advance.
To drive engagement, Coors has teamed up with Duncan James from pop group Blue for a social-first activation. Consumers are invited to message Coors’ social media accounts with the word ‘BLUE’ when they put their cans in the fridge. A few hours later, they receive a video message confirming the beer is ready to drink, accompanied by a tongue-in-cheek tune dubbed the ‘Cold Coorus’.
In the off-trade, the campaign is supported by an official partnership with LG and an on-pack promotion running to 31 July 2026. Shoppers can scan QR codes on Coors multipacks, including 4x440ml, 10x440ml and 12x330ml bottle packs, for the chance to win one of 16 LG American-style fridge freezers, each worth £2,599. All valid entries also receive an LG discount voucher worth up to £300, redeemable until 31 August 2026.
Coors is a top-15 lager brand in Great Britain, worth more than £925m, with off-trade volumes up 12.8% year on year. The campaign is backed by targeted social activity, out of home advertising in key cities, TV and video-on-demand content rolling out throughout the spring and summer.
