OK, I don't know for sure that these things are actually made of plastic but that seems like the most likely medium for Millercoors's latest marketing stunt.
You've got to hand it to the marketers. How do you promote the same beer being sold in cans that employ the same gimmick that bottles have for at least three years now? With the most obnoxious marketing campaign since last year's Carlton balloon, that's how.
Here's how the event was described to me:
On Friday, May 15, to celebrate the arrival of the new Cold Activated Can, massive 30-foot snow mass cold fronts will take over the waterways of five major U.S. cities - Los Angeles, New York, Chicago, Philadelphia and Seattle. These cold fronts will eventually anchor, with an oversized can rising up and sitting majestically on top of the cold front snow mass. On land, celebrations will occur to welcome the Cold Activated Can.
I love a good spectacle and I wish I lived in one of these cities so I could see this one. If anyone goes please send me pictures!
Full disclosure: Coors sent me a marketing package filled with a tee shirt, two little doohickeys that tell the time and predict weather, a stack of fliers and an empty Coors can. And, yes, I feel a little cheap for even mentioning this "Cold front" campaign.
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