- Returning campaign celebrates brand’s distinctive cold-activated packaging technology
- The brand has teamed up with Duncan James from Blue to drive awareness and excitement
- Activated through official partnership with LG and on-pack promotion
Molson Coors Beverage Company is bringing back its ‘Peak of Technology’ campaign this April, helping consumers perfect their at-home beer serves through Coors’ distinctive cold-activated packaging technology.
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.
In a major move to drive engagement, Coors has teamed up with Duncan James from chart-topping pop group Blue. Duncan will front a social-first activation inviting fans to message the Coors social media accounts with the word “BLUE” as soon as they’ve put their Coors cans in the fridge to chill. A few hours later, they’ll receive a video from Duncan confirming their beer is ready to drink, with a tongue-in-cheek tune the brand is calling the ‘Cold Coorus’.
The campaign is being activated in the off-trade through an official partnership with LG and a major on-pack promotion running from 13th April to 31st July 2026*.
Shoppers can scan QR codes on all Coors multipack formats, including 4x440ml, 10x440ml and 12x330ml bottled packs, for the chance to win one of 16 LG American Style Fridge Freezers worth £2,599. Every valid entry will also receive an LG discount voucher code worth up to £300, redeemable on the LG website until 31st August 2026.
Coors is a top 15 lager brand worth over £925m in the GB market1, with volume up 12.8% in the off-trade year on year2. The campaign is set to make the brand unmissable to shoppers, supported by targeted social activity, out-of-home (OOH) advertising in key cities, TV, and video-on-demand (VOD) content rolling out across the spring and summer.
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.”
*The promotion is open to UK residents aged 18+ only. Participants must retain proof of purchase, and entries are limited to one per person per day, with prizes limited to one per household. Full terms and conditions are available at Coorsbeer.com.
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