Letter to Coors Light

Dear Coors Light,

In your recent ad campaign, you profess the importance of "cold insurance," which apparently involves a color changing label on the side of Coors Light cans. Your system, you claim, will help me to avoid drinking a warm beer. I'm all about innovation, Coors Light - I love the fact that my cell phone can take pictures, and that I can get peanut butter and jelly in the same jar. But these innovations have practical uses. For as much as I've tried, I just can't find the practicality in a temperature activated, color changing can. You see, I've had a system in place that, for as long as I can remember, has successfully kept me from drinking warm beer - I touch the can, and if it's cold, I can safely assume that the beer inside is also cold. It's that simple!

Now, according to YOUR system, the can changes color "when your beer is as cold as the Rockies." I'm not trying to split hairs here, Coors Light, but according the the Rocky Mountain National Park website, the average temperatures range from well below zero to the upper 80s, depending on season and elevation. So I'm forced to ask - does the color of the can reflect the CURRENT temperature of the Rockies? Because with what little knowledge the average Coors Light drinker is likely to have of the region, there stands a reasonable chance they could be getting either a frozen beer-sicle or an uncomfortably warm beer soup.

In the same ad campaign, you have also been heard to claim that cold beer is your "policy." I hope this isn't too embarrassing for you guys, but I feel obligated to let you know that cold beer is, in fact, not a policy. Policies typically involve a company's stance on matters such as customer privacy, returns, deliveries, or repairs. Cold beer is many things, including a product, a delicious beverage, and an adjective and a noun, but alas, it just does not qualify as a policy.

I hope this letter finds you well, Coors Light, and I also hope that I've been any kind of help to you. If you find yourself uncertain on matters of beverage temperature in the future, please feel free to give me a call anytime.

Best,
Nick Tully


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Thank you for contacting MillerCoors.

We appreciate receiving both positive and negative reactions to our advertising endeavors. Customer commentary is extremely important and your comments have been shared with the appropriate personnel.

Your patronage is appreciated.

Sincerely,

MillerCoors Consumer Affairs Department
Ref: Case#N20471417