This Day On The Street
Continue to site
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here

4 Memorable Product Gimmicks of 2011

Coor's Light's Cold Activation Cans

Coors Light's Cold Activation Cans
In the crowded light beer market, brands such as Miller Lite (SAB) and Bud Light generally try to stand out by making outrageous commercials and introducing product gimmicks (just look at Miller Lite's "vortex bottle," which apparently swirls your beer around before it goes in your mouth). Coors Light (TAP) is no different, but all of its marketing efforts are in keeping with the central attribute of the brand: The idea that the beer is really, really cold.

Previous attempts to hammer this point home took the form of the cold-activated can, which featured an image of mountains that turned blue when the contents reached a low enough temperature. But this year the company took things to the next level with a two-stage cold activation can, featuring two color-activated bars indicating when the can was "cold" and "super-cold." The result was a series of commercials, including one where a man assures his girlfriend that he's studying for the "bar exam," only for it to be revealed that he's examining the bars on a can of Coors Light (get it?). The company also introduced the Cold Activation Window -- a beer case with a special window that allows you to peer in and see the cold-activated cans inside.

Given that this latest can design reinforces Coors Light's existing brand perception, it's hard to call it a misstep by the company. Still, the relentless gimmicks have some people rolling their eyes.

"I can't help thinking it's dangerously close to a SNL parody," wrote Steffan Postaer on his blog, Gods of Advertising. "In my view, the brand is jumping the shark."
3 of 5

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Only $9.95
14-Days Free
Dividend Stock Advisor

David Peltier identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Real Money

More than 30 investing pros with skin in the game give you actionable insight and investment ideas.

Product Features:
  • Access to Jim Cramer's daily blog
  • Intraday commentary and news
  • Real-time trading forums
Only $49.95
14-Days Free
14-Days Free
SAB $7.20 0.00%
YUM $81.60 0.00%
AAPL $110.38 0.00%
FB $92.07 0.00%
GOOG $626.91 0.00%


Chart of I:DJI
DOW 16,472.37 +200.36 1.23%
S&P 500 1,951.36 +27.54 1.43%
NASDAQ 4,707.7750 +80.6910 1.74%

Free Reports

Top Rated Stocks Top Rated Funds Top Rated ETFs