Coors Brewers is claiming a first in the mainstream lager market with the launch of thermochromic labelling on all bottles and cans of Carling.
Thermochromic labelling has been used on Coors and Grolsch but Tom Feinson, customer marketing director for Carling, explained that until now, thermochromic labelling was only available on aluminium cans. Coors has pioneered a new ink that turns blue when Carling’s steel cans are cold enough to drink.
He said: “We are adding value back into the category. Consumers measure value by quality and the key quality signal for lager is coldness. Our research shows 86% of consumers think it’s important to drink cold beer and they are prepared to pay for it.
“‘Cold you can see’ adds value to the consumer by enabling them to quickly identify which beer is ready to drink – avoiding having to drink or give a mate a warm beer.”
To help customers maximise the value of Carling thermochromic, a pound;1m ‘cold you can see’ poster campaign will commence in July and full POP kits will be available.
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