Coors’s freezer tragedies celebrate color-changing label

Publication: The Drum
By: Amy Houston
Date: June 2, 2023

A new print campaign from American beer brand Coors Light taps into that disappointing moment when you leave your drink in the freezer for too long and the bottle explodes.

The creative depicts the icy mess that can result from not having the benefit of its color-changing label, artfully captured by photographer Ale Burset through creative agency Alma.

Running in The New York Times and San Francisco Chronical, the ad campaign will also be pushed through out-of-home (OOH) activations in Chicago, Miami, Pittsburgh and Reno.

Alvar Suñol, chief creative officer at Alma, said: “This campaign is a great example of classic advertising in its purest form: centered around one of the product’s most unique benefits and brought to life in an insightful and relatable way.”