BRANDPACKAGING says: Coors' limited-edition variable print packaging is a fun way for a brand to get noticed on shelf—and talked about later. The lighthearted marketing campaign leverages a popular technology to cater to customers' love for mass customized consumables and shows Coors buyers the brand gets their interests.  


Coors Light Canada’s celebration of backyard, amateur sports continues this year with the launch of the second annual Coors Light Games in Canada. This year’s competition is expected to be bigger and better than before, launching with a series of seven Coors Light Games Variable Print cans from CROWN Beverage Packaging North America, each of which represents a different backyard sport featured at the 2016 national event.

In the summer of 2015, Molson Coors Canada scored a major marketing win with the Coors Light Games, a promotion that elevated backyard summer games to Olympic-like proportions. For 2016, the Coors Light Games is returning, with its national event running from August 26-28, including the backyard sports: Inflatable Peak Climb, Water Luge, Capture The Case, Zorb Croquet, Volley Pong, Splatter Dodgeball, and Bubble Soccer. Each sport will be represented in full on the 473 ml variable print cans, available in stores now.

“Last year’s Games set the bar, this year’s Games is going to raise it even higher,” says Leslie Malcolm, marketing manager, Coors Light. “We take our backyard Games just as seriously as our drinkers do, which is why we’ve upped the ante this year with more opportunities to participate, more giveaways throughout the summer, and of course, our seven uniquely designed cans.”

Participants can win their way to the national event through one of the following: finding a Gold Can in a case of Coors Light, entering the #bravethegames contests on Coors Light Canada’s social media channels, or winning a Gold Can at a Mobile Tour Stop across Canada.

According to Matt Grahlman, regional sales manager for Crown, “The variable print cans, also known as Crown’s Accents technology, are set to hit retail in mid-May with an anticipated sell-through date of mid-August. Millions of cans will be produced and sold in single-serve format (1x24 unit tray). The cans will be produced in Crown’s Batesville, Miss. plant and filled in Molson Coors’ breweries across Canada.” 

“This is a terrific way to celebrate the character and spirit of Canada,” notes Ron Skotleski, director of marketing, CROWN Beverage Packaging North America. “And to repeat and build upon what was a successful inaugural event that garnered great participation and exciting publicity. We were proud that Molson Coors chose Crown’s Accents technology for this promotion.”