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More on Venting… April 15th style

It seems that some more new marketing tricks are coming to Coors this year besides the vented can. The words below come from the brandweek.com website. Please note that YES, the vented wide mouth can IS coming to the Banquet variety as well. HOOPS!

The cans feature a built-in vent for a smoother pour and an 8 percent wider opening, allowing the brew to be poured similar to draft-style beer, without creating a vacuum or “glugging” effect, according to the company.

Coors Continues to Vent

February 21, 2008

Coors wants to help everyone vent. The Molson Coors unit will officially proclaim April 15, “National Venting Day” as it introduces the “Vented Wide Mouth Can” for its 6- and 12-packs of Coors Light and Coors Banquet.

The packaging is an evolution of last year’s introduction of the “Smooth Draft Vent Can,” which featured a wide opening that enabled the liquid to pour smoothly like a draught tap. The new vented wide mouth directs airflow into the can to enhance the swigging experience for can drinkers.

TV, print, radio and online support will break on April 15, a day also nationally known as the deadline for filing income tax returns. One working TV concept involved two beer drinkers venting their gripes as they commiserate over a drink with the Vented Wide Mouth cans. Other promotions include mobile and Internet outreaches inviting people to vent their complaints. DraftFCB, Chicago is the agency. Tag: “The world’s most refreshing beer.”

Last year, the No. 3 brewer also debuted its “Cold Activated Bottle” which features a thermochromatic label that turns the Rocky Mountain label blue when the beer reaches the optimum temperature.

This year it will also introduce a 24-ounce “Cold Activated Can” as well as distribute pint glasses with the Rocky Mountain logo that turns blue when beer is cold enough to on-premise accounts.


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