Coors Light Launching 'World's Most Refreshing Can'

Features new double-vented wide mouth, more

CHICAGO -- MillerCoors LLC is unveiling Coors Light's latest packaging innovation--the "World's Most Refreshing Can," with a smoother pour provided by a new double-vented wide mouth. The new can also features past innovations such as the Frost Brew liner, cold-activated mountains and two-stage cold indicators.

The "Most Refreshing Summer" promotion is the delivery method, starting next week.

Coors Light Refresherators, custom vending machines specially designed to ensure the World's Most Refreshing Can is only the push-of-a-button away, will be available as part of a national sweepstakes and through local text-to-win promotions.

Coors Light will kick off the first day of summer, June 21, by giving away hundreds of gift cards that legal-drinking-age consumers can use to buy Coors Light in a still-to-be-determined city.

"This summer, our goal is to refresh the most people and we're going to do that in a variety of ways," said Sarah Ross, senior director of marketing for the Coors family of brands. "But if we really want to show we're serious about this, what better way than to hand-deliver the new cans? That's where our Coors Light Explorers come in. People love them in the Coors Light ads, and now they are going to extreme lengths to deliver the World's Most Refreshing Can to beer drinkers throughout the country."

Throughout the summer, these committed "mountain men and women" will be popping up in cities and bars around the country, delivering the World's Most Refreshing Can.

These summer activations will be supported with robust marketing plans, including three Coors Light "Explorers" television ads that include appearances by Jason Aldean and Ice Cube, as well as five new spots supporting the launch of the World's Most Refreshing Can. Digital support that includes buys with ESPN Scorecenter, Bleacher Report, Turner NBA and entertainment programming, Comedy Central and Live Nation.

Chicago-based MillerCoors brews, markets and sells the MillerCoors portfolio of brands in the United States and Puerto Rico. Led by Coors Light and Miller Lite, MillerCoors has a broad portfolio of brands across every major industry segment. The company offers a variety of leading craft and import brands, including Blue Moon and Leinenkugel's, through its Tenth and Blake division. MillerCoors operates eight major breweries in the United States, as well as the Leinenkugel's craft brewery in Chippewa Falls, Wis., and two microbreweries, the 10th Street Brewery in Milwaukee and the Blue Moon Brewing Co. at Coors Field in Denver.