Coors Light Innovation

Coors Light main objective was to stabilize the current consumer base (35+, Male and Female, regular drinkers, 2-9 family and friends). Their goal is to develop a 3-year innovation pipeline to “create a competitive advantage through meaningful and sustainable packaging innovation, resulting in volume and profit growth.” Out of several concepts, the cooler bag was taken internally with Bemis Co and tested further.

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In 2018, the cooler bag made its way into stores in Quebec and Ontario in the summer. As a test launch, the concept was well-received and is in progress for relaunch in 2020 across Canada. In 2019, the product won the Highest Achievement Award in 2019 Flexible Packaging Achievement Awards Competition. 

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"The conventional pack format for 12-packs of canned beer is a handled paperboard carton. While it certainly gets the product to its destination, it’s of little use after that. The Cooler Bag, on the other hand, is designed to be opened up and filled with up to 5 lb of ice, thus replacing the traditional, unusable beer carton with a portable, convenient, multi-use cooler."