COORS LIGHT
Role: Senior Art Director (Key Visuals, Concepting, Campaign Assets)
Agency: VMLY&R Commerce
Scope: Campaign concepting, key visuals, packaging tie-ins, retail and on-premise activations, digital assets
Summer is the most competitive season in beer. With new ready-to-drink brands and craft flavors crowding shelves, Coors Light needed a campaign that stood out to younger drinkers while keeping credibility with its Gen X core. We turned the brand’s cold-activated can — a built-in differentiator many drinkers overlooked — into the centerpiece of an interactive summer program.
THE CHALLENGE
Research revealed a surprising gap: nearly a third of beer drinkers didn’t know the mountains on the can turn blue when cold. That feature was uniquely Coors Light, instantly recognizable, and perfect for summer — but it had never been leveraged at scale. The challenge was to reintroduce it in a way that was simple, retail-ready, and digitally scalable, all without adding costly new production.
THE WORK
We reframed the can as a gateway to experiences:
Mechanic: Buy → Chill → Scan to unlock local “Moments of Chill.”
Packaging: Cold-activated QR codes revealed hidden codes only when the can was chilled.
Digital & Activation: Prizes and experiences unlocked through partners like Airbnb, DoStuff, and TLC, supported by AR-enhanced POS and regionally relevant rewards.
Retail & On-Premise: Modular displays and bar activations connected scanning directly to prizing, making the idea easy for retailers and bars to execute.
Together, these touchpoints made the can not just a package, but an entry point into a summer-long interactive program.
MY ROLE
I designed the hero key visuals and helped shape the core narrative of the campaign. I extended the concept across packaging, POS, and digital activations — ensuring the look and feel stayed consistent from banners to in-store displays. I worked closely with strategists to sharpen the insight, partnered with copywriters to refine the voice, and collaborated with 3D designers to bring retail executions to life.
OUTCOME
The campaign re-energized awareness of Coors Light’s cold-activated cans and extended the “Made to Chill” platform into an interactive, retail-friendly program. By elevating a familiar feature into a central idea, Moments of Chill gave the brand a distinctive, ownable summer activation that was scalable across markets.