Coors brings back cold-activated packaging technology campaign | 12-05-2026 |

Molson Coors Beverage Company is bringing back its ‘Peak of Technology’ campaign this April, In the UK helping consumers perfect their at-home beer serves through Coors’ distinctive cold-activated packaging technology. This thermochromic ink tech has been around for some years and always adds a useful feature to the product as well as enhancing the graphics!

New research commissioned by Coors reveals that while more than nine in ten (92%) UK beer drinkers say properly chilled lager is important when friends come over, only 16% typically put it in the fridge two to three hours in advance.

The returning ‘Peak of Technology’ campaign aims to help ensure every serve of Coors is enjoyed at its optimal temperature, celebrating the brand’s trademark thermochromic ink that turns the mountain peaks on all Coors bottles and cans blue when the beer is perfectly chilled.

As part of the campaign, Coors has introduced a social media activation featuring Duncan James of the pop group Blue. Consumers are invited to message the brand’s social channels with the word “BLUE” after placing Coors cans in the fridge, after which they receive a video response confirming the beer should be ready to drink.

The promotion is also supported through an on-pack activation running from 13 April to 31 July 2026. QR codes printed on Coors multipack formats – including 4x440ml, 10x440ml and 12x330ml bottled packs – allow shoppers to enter a prize draw for LG American-style fridge freezers, with additional discount vouchers available for participants. Also the campaign will be promoted through off-trade retail activity, alongside social media, out-of-home advertising, television and video-on-demand content during the same period.

Abigail Spencer, marketing controller for Coors at Molson Coors Beverage Company, said, “The Peak of Technology campaign has always been about celebrating one of Coors’ most distinctive features and helping consumers get the best possible serve every time. Our partnerships with LG and Duncan James allow us to bring this campaign to life in an unmissable way for 2026. The combination of strong in-store activation, a compelling on-pack mechanic and Duncan’s cultural recognition is designed to drive footfall and help our retail partners maximise sales throughout the key summer trading period.”

ALL AT AIPIA/AWA SMART PACKAGING WORLD CONGRESS 2026