Molson Coors and Landor Associates launched exciting new designs for Coors Light packaging. Coors Light seeks to build on its heritage, reinforcing the core Rocky Mountain cold refreshment brand message. The simplified design, launching in the UK, promotes the brand’s position as a Premium Light Tasting Beer, whilst managing consumer understanding that ‘light’ references taste and not alcohol by volume (ABV) content. Coors Light UK Brand Director, Ali Pickering, commented, “Our drinkers are already demonstrating just how much they love the ice cold, light tasting refreshment that only a Coors Light can deliver; and the brand delivered volume and value growth in 2010. The new designs we have created with Landor are an exciting new step forward for the brand that create new opportunities for us to build awareness and trial with shoppers and drinkers.”

Richard Taylor, client director, Landor Associates, added, “Landor’s lengthy experience with the Coors Light brand in the US has enabled us to get under the skin of the beer and its drinkers. Coors Light is strongly associated with the American Rocky Mountains and we sought to amplify that association and its invigorating qualities across the brand’s consumer touch-points. The resulting design highlights elements that are core to the brand and reinforces the core Rocky Mountain cold refreshment brand message.”