Coors Light beer bottles in the US have a new label which reveals a logo colour change when the product reaches the optimal temperature for drinking. Chicago based manufacturer of temperature sensitive inks and promotional products that change colour, Hallcrest, are responsible for implementing the technology. Whilst the technology has been around for a while, it’s rare to find it as the centrepiece for a brand’s marketing effort. Coors Light is the fourth best selling beer in the US and is putting a healthy proportion of its media cash behind promoting the label as a centrepiece to its ‘World’s Most Refreshing Beer’ positioning.

Coors chief marketing officer, Andy England, tells us:

“Coors Light is the world’s most refreshing beer. These new ads bring our cold refreshment positioning to life in a fun but meaningful way.”

The label’s white lettering and mountain motif turn blue using Chromazone ink. This process is a micro encapsulation of liquid crystal compounds that are affected by temperature.

Liquid Crystals are chemical compounds and mixtures that exhibit the mechanical properties of liquids and the optical characteristics of solids. Liquid Crystals that change colour with changes in temperature are known as thermo chromic liquid crystals. Micro encapsulation is the process that protects and stabilises the liquid crystals, making them easier to use.