MillerCoors Brews Innovative Packaging Solutions
Many may not realize it, but MillerCoors has a long history of being a leader in innovation, dating back to Bill Coors inventing the aluminum can in 1959. Since then, the company has launched many initiatives to further develop and improve the packaging of its products to deliver on its core positioning: "Refreshment as Cold as the Rockies." Here is the story of two more recent innovations for Coors: the Vented Wide Mouth Can and the Cold Activated Bottle.
Letting Consumers Vent
MillerCoors supports innovation with a dedicated group that is responsible for developing the company's best new ideas. Spokesperson for MillerCoors, Jenny Volanakis, talks about the mantra of the Coors brand, "Refreshment as Cold as the Rockies," and how the innovations team aims to deliver results that follow that claim: "Everything we do is focused on delivering that promise to our consumers. The innovations team works very closely with all of our departments to ensure a smooth process."
In the case of the Vented Wide Mouth Can, consumers told MillerCoors that they wanted a smoother and overall better pour. So, the innovations team started working on a new packaging solution that would turn this suggestion into a reality. The innovations team created an opening that is 8 percent wider than other standard beer cans. Along with the wider opening, a vent was created to allow air to flow into the can. Combined, these two features deliver a draft-like experience while reducing the vacuum or "glugging" effect.
The 12-ounce Coors Light and Coors cans became available in April 2008 at participating retailers, bars, restaurants, convenience and liquor stores. On April 15, 2008, Coors created a national marketing campaign that promoted the release of the new can. It was deemed "National Venting Day," and offered consumers a better way to vent.
MillerCoors discovered that no beer brand had ever offered consumers a way of knowing when their beer is at the ultimate temperature and ready to drink. Thus, the Cold Activated Bottle was introduced in 2007 by adding thermochromatic ink into the label. When the mountains on the bottle's label turn blue, the beer has reached the right temperature for drinking.
Drafting Results
MillerCoors is still focusing on the popular Cold Activated Bottle and has updated the overall packaging. The Cold Activated Bottle resulted in a seven point trend change in 2007 for Coors Light. As for the vented cans, the national campaign is still going strong as shown by the recent commercials about those who prefer to vent with Coors.
Volanakis shares her thoughts on the future of innovation at the organization: "Sticking with this positioning is working -- Coors Light had its 13th consecutive quarter of growth in the second quarter of 2008. Innovation continues to be an area of focus, and we're constantly looking for ways to better deliver refreshment as cold as the Rockies."
Letting Consumers Vent
MillerCoors supports innovation with a dedicated group that is responsible for developing the company's best new ideas. Spokesperson for MillerCoors, Jenny Volanakis, talks about the mantra of the Coors brand, "Refreshment as Cold as the Rockies," and how the innovations team aims to deliver results that follow that claim: "Everything we do is focused on delivering that promise to our consumers. The innovations team works very closely with all of our departments to ensure a smooth process."
In the case of the Vented Wide Mouth Can, consumers told MillerCoors that they wanted a smoother and overall better pour. So, the innovations team started working on a new packaging solution that would turn this suggestion into a reality. The innovations team created an opening that is 8 percent wider than other standard beer cans. Along with the wider opening, a vent was created to allow air to flow into the can. Combined, these two features deliver a draft-like experience while reducing the vacuum or "glugging" effect.
The 12-ounce Coors Light and Coors cans became available in April 2008 at participating retailers, bars, restaurants, convenience and liquor stores. On April 15, 2008, Coors created a national marketing campaign that promoted the release of the new can. It was deemed "National Venting Day," and offered consumers a better way to vent.
MillerCoors discovered that no beer brand had ever offered consumers a way of knowing when their beer is at the ultimate temperature and ready to drink. Thus, the Cold Activated Bottle was introduced in 2007 by adding thermochromatic ink into the label. When the mountains on the bottle's label turn blue, the beer has reached the right temperature for drinking.
Drafting Results
MillerCoors is still focusing on the popular Cold Activated Bottle and has updated the overall packaging. The Cold Activated Bottle resulted in a seven point trend change in 2007 for Coors Light. As for the vented cans, the national campaign is still going strong as shown by the recent commercials about those who prefer to vent with Coors.
Volanakis shares her thoughts on the future of innovation at the organization: "Sticking with this positioning is working -- Coors Light had its 13th consecutive quarter of growth in the second quarter of 2008. Innovation continues to be an area of focus, and we're constantly looking for ways to better deliver refreshment as cold as the Rockies."