Coors Light fans know that when the mountains turn blue, the beer’s ready to drink.
This winter, the beer brand is bringing the color-changing technology on its packaging to the hands of its drinkers with Chill Polish, a nail polish specially engineered to turn from slate gray to Coors Light blue at specific temperatures.
“Coors Light is best served ‘As Cold As The Rockies’ and consumers love when the mountains turn from gray to blue when the beer is cold enough to drink. But what if you’re holding a pint glass? Chill Polish lets you know,” says Ashley Kozanda, associate marketing manager for Coors Light.
Seeking to build off a strong third quarter, where it combined with Coors Banquet and Miller Lite to grow a full share point in the premium beer segment, according to IRI, Coors Light continues to seek to insert itself in culture.
Chill Polish is among the brand’s efforts to elbow its way into drinkers’ conversations, helping increase the likelihood they’ll reach for a pint or a 12-pack the next time they want a beer. And it aims to grow awareness of Coors Light’s refreshment credentials to legal-age drinkers who don’t yet know what the blue mountains signify.
Fashionable and functional, Chill Polish goes on sale today on Coors Light’s online shop for $7. Made in partnership with Le Chat Nails, batches of the thermochromic nail polish will drop every Tuesday at 10 a.m. CT through Dec. 13, while supplies last.
“This holiday season Coors Light is bringing chill right to your fingertips,” Kozanda says.
Starting today through Dec. 15, the brand is also giving fans a chance to win Chill Polish, along with a Coors Light pint glass and fingerless mittens.
Chill Polish is a fun way to get people excited about the brand during the holiday selling season in a way that’s unique to Coors Light, Kozanda says.
“By inserting itself in the conversation in a fun and expected way, Coors Light is offering yet another great example of not following the same old playbook that beer brands tend to use,” she says. “When people wear Chill Polish, it’ll remind them to drink Coors Light. And it’s a great reason to try Coors Light if they haven’t already.”