Coors Light releases new special-edition 'Silver Bullet Summer' packaging with an all-silver design available in cans, bottles, new aluminum bottles; brand also launching integrated marketing campaign to support limited edition design

Kendall Sinclair

CHICAGO , May 11, 2012 (press release) – The Coors Light Silver Bullet Train is speeding towards the most refreshing summer yet, with special packaging, compelling digital marketing, memorable local events and much more.

The Coors Light Silver Bullet Summer starts with the release of sleek, new special-edition Silver Bullet Summer packaging. Hitting shelves now, certain packs of Coors Light 12-ounce bottles and cans feature a distinctive, all-silver design with the exception of the iconic Cold Activated blue mountains. The Silver Bullet Summer packaging will be available for about 10 weeks in all varieties of 12-ounce cans, as well as 24-loose and 6-pack 12-ounce bottles.

As the weather heats up, people also can reach for The World's Most Refreshing Beer in a Coors Light Silver Bullet Aluminum Pint, which launched nationally earlier this year. It's the perfect package for anyone looking for an alternative to glass but with the benefits of a bottle, whether they're headed to the beach, concerts in the park or just hanging out with friends at a backyard barbecue. The Silver Bullet Pint's wide mouth and re-sealable cap provides cold beer on the go and a full 16-ounces of "refreshment as cold as the Rockies."

"This will be our boldest, coldest summer yet," said Kedric George, Coors Light director of innovation and activation. "Everything we're doing this summer is about reinforcing the message that when you want cold refreshment, you just have to find the blue mountains. Consumers and retailers expect great packaging innovation from Coors Light and, with the special edition Silver Bullet Summer packaging and Silver Bullet Pint, we're delivering again."

The brand is supporting these packaging innovations with an integrated marketing campaign boasting several new general market and multicultural television spots, radio advertising, out-of-home advertising, digital marketing, point-of-sale displays and high-profile public relations events in several markets.

The local market events will take place in high-traffic locations showcasing an oversized Silver Bullet Pint literally "splashing down" in the form of large three-dimensional artwork. This optical illusion comes to life when consumers take pictures and video posing with the pint, giving them the opportunity to share the experience with their friends via social media.

The Coors Light Facebook page and YouTube channel will feature exclusive content including a new augmented reality app, Coors Light Cold FX, which allows you to insert the Silver Bullet Pint into photos and videos that people capture on their smart phones. There will be additional exclusive content in the form of videos that tie to the "Splashdown" television ads, as well as photos and videos from local market events throughout the country.

In addition to ads featuring the new special-edition Silver Bullet summer packaging and the Silver Bullet Pint, the battle over who is colder continues this summer as entertainment mogul Ice Cube again does battle with the Coors Light Silver Bullet Pint in two new TV ads, titled "Bodyguard" and "Studio." Ice Cube also is lending his expertise as a celebrity judge in the second annual Coors Light Search for The Coldest program, a national talent search for the "Coldest" MC in the country.

For more information on the Coors Light Silver Bullet Summer, please visit CoorsLight.com or www.facebook.com/CoorsLight .


About MillerCoors Built on a foundation of great beer brands and nearly 300 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second-largest beer company in the United States, capturing nearly 30 percent of beer sales in the U.S. and Puerto Rico. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of brands across every major industry segment. The portfolio is led by the company's premium light brands: Coors Light, Miller Lite and Miller64. Coors Light, the World's Most Refreshing Beer, offers consumers refreshment as cold as the Rockies. Miller Lite established the American light beer category in 1975, offering beer drinkers a light beer that tastes like beer should. Miller64 is 64 calories of crisp, light taste that complements a balanced lifestyle. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High Life and Keystone Light. Tenth and Blake Beer Company, the MillerCoors craft and import division, imports Peroni Nastro Azzurro, Pilsner Urquell and Grolsch, and features craft brews from the Jacob Leinenkugel Brewing Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel's craft brewery in Chippewa Falls, Wisc., and two microbreweries, the Tenth Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. The MillerCoors vision is to create the best beer company in America through great people changing the way America enjoys beer. MillerCoors builds its brands the right way through brewing quality, responsible marketing and sustainable environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company. Learn more at MillerCoors.com, at facebook.com/MillerCoors or on Twitter through @MillerCoors.

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