Molson Coors Canada uses beverage packaging to promote this summer’s Coors Light Games

Canadians are gearing up for the second annual Coors Light Games, a high-energy, fun event that takes an Olympian approach to backyard sports. To help consumers get in the spirit, Molson Coors Canada has created variably printed, promotional packaging with graphics representing the event’s various competitions. The games will be held Aug. 26-28, 2016, in Ottawa, Ontario.

The variably printed packaging design comprises seven sets of graphics: Each can is printed with one of seven pictograms, each corresponding to a sport featured in the Coors Light Games. The sports are the Inflatable Peak Climb, Water Luge, Capture the Case, Zorb Croquet, Volley Pong, Splatter Dodgeball and Bubble Soccer.

The 473-ml cans are litho-printed using Accents technology from Crown Beverage Packaging; this technology makes it possible to mix up to 24 separate graphic designs in one production run. Lasers are used to engrave printing blankets with the variable content.

Coors Light’s variably printed cans are produced at Crown’s plant in Batesville, MS, and they are filled at Molson Coors Canada breweries north of the border. The cans require no filling line modifications. The promotional cans appeared on store shelves in mid-May 2016 and will be available until approximately mid-August.

Also as part of the promotion, Molson Coors Canada is running a contest in which consumers who find a rare, gold-colored can (see photo below) in a Coors Light multipack win a free round-trip for four to the Coors Light Games. Only 12 gold cans will be produced; they will be packed randomly in specially marked multipacks distributed throughout Canada.