Cold Light Gives Me Shivers

Coors Light (or Cold Light, if you will) has found their point of difference

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Ok, I have a dumb question: How is one beer any colder than the others? I mean, if they’re all refrigerated at the same temperature aren’t they equally as cold?

  2. That’s the question beer drinkers everywhere are no doubt asking.
    Here’s what the advertising is glossing over. Cold Light is made from Rocky Mountain water that is really cold, like snow melt cold. It’s then cold-filtered, and most importantly it’s transported in refrigerated trucks. So, the real point of difference is the fact that Cold Light never gets warm (unlike Bud and Miller). If the advertising supported that fact, it might work. But it doesn’t.

  3. Actually, coldest could be a great differentiator. I’ll tell you why. I’ve heard the following exchange on *many* occassions: “What can I get ya?” “Just get me a beer.” “What kind?” “What ever is the coldest.”
    What Coors should do is give a Coors tap beer *cooler* to each bar. One which is regulated to give a near freezing glass of ice cold Coors. And teach the crew how to respond to the aforemetioned exchange. Are you reading this Coors? 😉