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Coors cold activated cans were invented by a Cornell student who created thermochromic ink in his dorm in 1993 and pitched it to Coors in 2001. Coors launched the technology on bottles in 2007 and became the number 3 beer in America by 2008, then added cans in 2009 and overtook Budweiser for number 2 by 2011. The “When the mountains turn blue, it’s as cold as the Rockies” tagline and iconic Ice Cube commercial made it a signature feature that changed the beer packaging industry for 15 years. #coors #beer #coldactivated #icecube
Transcript
Coors cold activated cans were invented from a college dorm room idea, and here's the story. So a Cornell student invented thermochromic ink in his dorm in 1993. He pitched it to Coors in 2001, and they took a chance on it because they had found drinkers had had bad experiences because the beer was too warm. In 2007, they launched it on better. And by 2008, they passed Miller to become the number three beer in America. Then in 2009, they launched cans. And in 2011, they overtook Budweiser for the number two spot. When the mountains turn blue, it's as cold as the rockies, became a huge tagline, and they produced an iconic commercial with ice cube explaining the technology. Fifteen years later, it's still a signature feature, and it's often cited for changing the beer packaging industry.
