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Molson Coors begins Summer Certified promotion
Molson Coors Canada of Toronto has begun a new national promotion called "Summer Certified" in support of its Coors Light beer brand. The effort makes use of special packaging; cans of the beer have been printed with photochromic ink which only becomes visible under ultraviolet light, such as sunlight. According to the company, this is the first time this type of ink has been used on beer cans. The limited edition cans will be sold with six designs that alter when exposed to sunlight. The cans also make use of thermochromic ink that changes colour when the beer is cold. The promotion is intended to encourage consumers to go outside and enjoy the summer. The initiative will run until Labour Day.
"To enjoy the best of summer, you simply have to get outside in the sunshine with your friends and family, and these cans will come alive with you during your favourite summer moments," said Chris Waldock, senior director of marketing at Molson Coors Canada. "We have a long history of innovative packaging that sets us apart. These new Coors Light Summer Certified cans are taking it to a new level of cool and we hope Canadians will get outside this summer and enjoy them."