Coors Light revamps cold-activated beer can gimmick to battle declining sales

Molson Coors is facing challenges. Aren’t we all. According to Business Insider: In August, Molson Coors reported that sales had decreased for its fourth straight quarter, noting slowing Coors Light sales contributed significantly. MillerCoors (the U.S. business division of Molson Coors) recently slashed 350 jobs, while announcing it would stop making its new Millennial-focused fruity light beer Two Hats after less than a year and appoint new marketing agencies for both Blue Moon and Leinenkugel’s. It also has plans to refocus hardcore on its bellwether brand Coors Light, which is still the No. 2-selling beer in America.

How does it plan to do that?

Well for starters, bring back cold-activation, naturally. Yesterday, MillerCoors Behind the Beer blog released a story that interviews CEO Gavin Hattersley.

“[Coors Light] is at its best when it lays claim to ultimate refreshment,” says MillerCoors CEO Gavin Hattersley. “And we believe the best way to break through in this increasingly fragmented landscape is to simplify and focus our message, so we’re delivering with consistency the story of what makes us special.”

A cold-activated can? The real shitty news here is that the Cold Train isn’t coming back. It’s all explained in this Peter Frost interview.

Q: One of the first things people will notice is your new graphic look for the brand. Can you tell us about the update?

A: We needed to accomplish two things. First, we need more drinkers age 21 to 34, and especially those aged 21 to 27, to stop and give Coors Light another look. With that, we are bringing a cooler, more contemporary look to the the brand. We want people to stop and think, ‘Huh. Maybe Coors Light isn’t what I thought it was.’ Second, we need our branding to be more flexible, allowing us to bring Coors Light to life in more occasions and across more mediums. The new graphic look promises to do both, so we’re really excited.

MillerCoors also noted its modernizing that look with a more aggressive digital campaign. It’s also made video spots (one above) to feature its “cold-activated thematic.” Expect to see them on TV, websites, social media and maybe even streaming services like Hulu.