Canadian Packaging

CROWN and Coors Light Canada pioneer photochromic inks to engage customers

Limited edition cans with sunlight-activated graphics encourage consumers to enjoy the outdoors—and drink, of course.


May 30, 2017
by Canadian Packaging staff

PHILADELPHIA, Pa—Building on the success of its cold-certified thermochromic inks, Coors Light has rolled out a summer promotion that marks the first application of photochromic inks in partnership with CROWN Beverage Packaging North America, a business unit of Crown Holdings, Inc.

The Coors Light Summer Certified cans program, which kicked off in May and will run all summer, features six limited edition cans with sunlight-activated specialty inks and printing, and encourages consumers to enjoy the refreshing, crisp taste of an ice-cold Coors Light outdoors. The series of Coors Light collector cans, available in 355ml and 473ml sizes, will be released in phases throughout the summer.

“Our market research has shown that one of the top drivers of consumer purchase intent is ‘packaging that stands out.’ This innovation, which leverages both photochromic and thermochromic inks, will be a key differentiator for Coors Light this summer,” notes Coors Light assistant marketing manager Garrick Frittelli. “These inks will bring the can to life like never before by revealing bold, bright colors when the cans are exposed to the sunlight. We know Canadian summers are short, and we know Canadians want to make the most of the sun and patio season. These cans with photochromic ink will heighten the outdoor, summer drinking occasion for our consumers. The colder the beer, the brighter the colors – both cold certified and summer certified.”

Adds Ron Skotleski, director of marketing, North America, CROWN Beverage Packaging: “The six unique cans are based on variations of geometric designs inspired by Coors Light’s iconic mountain shape and updated visual identity, and will use a range of yellow, orange and purple inks as well as a bolder, cold certified blue.

“Crown continues to focus on partnering with our customers and suppliers to provide real, market-driven value by thinking and innovating beyond the traditional aluminum beverage can. Our graphics team and plants, working closely with CTI and Molson Coors, did a fantastic job of pulling it all together in a very short time.”

Four times the amount of beer is consumed outdoors in the summer months compared to other seasons and Coors Light is optimistic that the bold and interactive new packaging will help drive growth in its share of cans and overall sales this summer.

“Crown has been an amazing partner to work with, from providing us with quick and honest advice, to delivering on our somewhat ambitious asks,” adds Frittelli. “Their team has helped Coors Light bring these cans to life and to deliver a new level of excitement to our packaging this summer.”

About Crown Holdings, Inc.
Crown Holdings, Inc., through its subsidiaries, is a leading supplier of packaging products to consumer marketing companies around the world. World headquarters are located in Philadelphia, PA. For more information, visit www.crowncork.com.

About Molson Coors
With a story that starts in 1774, Molson Coors has spent centuries defining brewing greatness. As the third-largest global brewer by enterprise value, Molson Coors works to deliver extraordinary brands that delight the world’s beer drinkers. From Coors Light, Miller Lite, Carling, Staropramen and Sharp’s Doom Bar to Leinenkugel’s Summer Shandy, Blue Moon Belgian White, Hop Valley, Creemore Springs Premium Lager and Crispin Cider, Molson Coors offers a beer for every beer lover. Molson Coors operates through Molson Coors Canada, MillerCoors, Molson Coors Europe and Molson Coors International. To learn more, visit www.molsoncoors.com, www.ourbeerprint.com or on Twitter through @MolsonCoors.


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