And younger consumers, believe it or not, didn’t know that.

“When the mountains turn blue, it means Coors Light is at the perfect temperature to bring refreshment. “We are going back to truly being the ‘World’s Most Refreshing Beer,’ rooted in our ownership of cold,” Ryan Reese, Coors VP, wrote. It said the reason was millennials’ lack of awareness about its “Cold Activated” cans, which turn partially blue at refrigerator temperature. In December 2018, Coors Light parent company MillerCoors announced plans to revive its “World’s Most Refreshing Beer” tagline for television commercials. Remember those Coors Light commercials that pitted Ice Cube against inanimate bottles of Coors Light in a silent icy battle? Neither do we, but they happened. Patrick’s Day, and this creepy fishing trip. He even snuck into non-Halloween campaigns, like St. That phenomenon took the shape of the “Beerwolf,” a disturbing promotional character that donned billboards, TV commercials, radio spots, and even pre-recorded point-of-sale speakers in grocery stores. Former brand director Gary Naifeh said he believes Coors Light was “the first brand to really promote Halloween in a big way. Its 1980s Halloween-themed ads were chilling.Īlthough Halloween is now a drinking holiday for adults, this wasn’t always the case. “Law enforcement agencies in the various states where the convoy traveled were notified in advance and provided safety escorts in and near various cities,” read Coors’ company newspaper. 23, 1978, the first trucks of Coors Light rolled out of the Golden, Colo., brewery with 23,000 cases on board. We thought it was a pretty good moniker.” Its first delivery may have required safety escorts. In Pete Coors’ 1998 book, “Coors: A Rocky Mountain Legend,” he writes that “students began asking for the Silver Bullet in bars.

His career later took him to Hollywood, where he worked on promotional materials for films such as “Apollo 13,” “Jurassic Park,” and “Batman.” The can got its nickname from (who else?) college students.Īccording to the MillerCoors blog, the “Silver Bullet” nickname shot off in the late 1980s, becoming part of the country’s collective lexicon by 1991. His idea to eliminate the cream-colored background featured on the Coors Banquet can was a hit.īarrios eventually moved up the ladder and became Coors’ head of creative services. In 1975, an encounter with Pete Coors encouraged the young artist to submit his designs for the new Coors Light can.

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