Molson Coors Beverage Company has launched limited-edition packs of its Coors lager for the summer.
The supplier is launching seven new designs highlighting the brand’s use of thermochromic ink which turns the mountain peaks on Coors bottles and cans blue when the beer is cold enough to drink.
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On the limited-edition packs, a hidden word will be revealed behind a pair of sunglasses once the cans and bottles are sufficiently chilled.
Molson Coors will support the new packs with a nationwide out-of-home and social media campaign as well as influencer partnerships and in-store activations.
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