ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Category
Products / Commercial
Annual ID
ADC103_PHO016B
About the Work
As one of the leading brands in the competitive American beer market, Coors Light differentiates itself by being one of the only brands with a color-changing label that tells you when your brew has reached its perfect temperature— when the mountains on the bottle turn blue, you know your beer is ready to drink.
To celebrate 15 years of Coors Light’s unique packaging, the brand wanted to launch a campaign leaning on its unique product feature— the temperature-indicating label— to remind consumers that Coors Light is the only beer that can truly offer a fool-proof way to achieve the ideal beer drinking experience.
We leaned into a common consumer experience. We’ve all tried chilling our beer too fast— it gets too cold and explodes in your freezer. Timing is of the essence when it’s the difference between enjoying the perfect beer and cleaning up a beer slushie volcano.
The campaign showcases beer bottles after they’ve exploded in a freezer. While taking place in an everyday setting— a home freezer with some frozen food— the images take a dramatic approach, with the exploded bottles and frozen foam twisting into beautiful and often humorous shapes.
To reiterate the benefit of Coors Light, each print also includes two Coors Light bottles– one with gray mountains and another with blue ones– highlighting the change in the temperature-indicator label.
We placed the eerily familiar images in The New York Times (379,380 impressions) and the San Francisco Chronicle (226,860 impressions). Outdoor in Chicago, Pittsburgh and Reno garnered over 88,000 impressions in one day, while the digital billboards in Miami including interactive kiosks and convenience store decals leveraged over 184,000 impressions in one week.
To celebrate 15 years of Coors Light’s unique packaging, the brand wanted to launch a campaign leaning on its unique product feature— the temperature-indicating label— to remind consumers that Coors Light is the only beer that can truly offer a fool-proof way to achieve the ideal beer drinking experience.
We leaned into a common consumer experience. We’ve all tried chilling our beer too fast— it gets too cold and explodes in your freezer. Timing is of the essence when it’s the difference between enjoying the perfect beer and cleaning up a beer slushie volcano.
The campaign showcases beer bottles after they’ve exploded in a freezer. While taking place in an everyday setting— a home freezer with some frozen food— the images take a dramatic approach, with the exploded bottles and frozen foam twisting into beautiful and often humorous shapes.
To reiterate the benefit of Coors Light, each print also includes two Coors Light bottles– one with gray mountains and another with blue ones– highlighting the change in the temperature-indicator label.
We placed the eerily familiar images in The New York Times (379,380 impressions) and the San Francisco Chronicle (226,860 impressions). Outdoor in Chicago, Pittsburgh and Reno garnered over 88,000 impressions in one day, while the digital billboards in Miami including interactive kiosks and convenience store decals leveraged over 184,000 impressions in one week.
2024 Awards
Total Points: 9
Bronze Cube
Credits
Agency
Alma DDB / Miami
PR / Marketing Agency
Connect
Client / Brand
Molson Coors Beverage Company / Chicago
Art Director
Mariano Legname García
Associate Creative Director
Humberto Maldonado
Chief Creative Officer
Alvar Sunol
Creative Director
Bruno Trad
Virgilio Flores
Executive Creative Director
Daniel Correa
Executive Producer
Jay Rivera
Photographer
Ale Burset
Account Director
Jose Hawayek
Associate Director, Planning
Jordan Bossert
Brand Public Relations Manager
Amber Dutra
Co-President & CEO
Isaac Mizrahi
Communications Coordinator
Martha Castro
Communications Director
Victoria Lutgring
Group Account Director
Karen Udler
Marketing Director, Coors Light
Katie Feldman
Marketing manager
Lauren Schirripa
Retoucher
Diego Speroni
Juary Leocadio
Supervisor, Content
Jessica Connor
VP Marketing, Coors, Global & North America
Marcelo Proenca Pascoa
VP, Content Director
Amanda Miller
VP, Media Director, Planning
Laura Johnson
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