This summer, Coors Light is launching “Cold Vision,” shot entirely through infrared thermal cameras, turning heat itself into the creative device. The work captures familiar summer scenarios like packed stadiums, outdoor concerts, and hot beaches in blazing reds and oranges, while Coors Light appears in a vibrant blue inspired by the brand’s iconic cans that turn blue when the beer is cold enough to drink.
“Our latest campaign leans into a universal truth: when it’s hot outside, people crave cold beer,” said Michelle Ramos, Senior Marketing Director, Global Brands, Molson Coors Beverage Company. “By shooting on a thermal camera, we’ve created a striking visual contrast that mirrors the real-world technology of our color-changing cans. It’s a refreshing way to remind Canadians that nothing beats the blue-mountain cold of a Coors Light when the summer heat hits.”
The campaign builds on Coors Light’s broader “Blue Mountains. Cold Beer.” platform introduced earlier this year, rooted in the insight that consumers don’t just like beer; they like cold beer. It comes to life with a variety of static and short-form video assets across META and OOH.”Ice cold refreshment has always been part of Coors Light’s brand DNA,” said Jordan Darnbrough and Nick Noh, Creative Directors, Rethink. “Shooting in infrared gave us a unique opportunity to build on that positioning in a way that doesn’t just say it, but shows it.”
