MillerCoors has lined up a packaging innovation for the Coors Light brand in the US.

The company said yesterday (2 May) that the 'Two-Stage Cold Activation' packaging will roll out across the country from this month, backed by two television ads featuring rapper and actor Ice Cube. The ads, entitled 'Cold Talk' and 'Cold Challenge', will highlight the presence of two indicator bars on bottles and cans of Coors Light: The first indicator shows when the beer is cold, while the second shows when it is “Super Cold”, the firm said.

The two ads can be viewed below.

Coors Light is also hosting a concert by N.E.R.D. In Atlanta on 25 May. Tickets to the invitation-only event are being awarded through local radio prizing and retail promotions, although the concert will also be simulcast on the brand’s Facebook page and on Ustream.tv.

Also, around 3,500 beer retailers in the US will be “Super Cold Certified” this spring. The retailers will display a neon sign as evidence that the Coors Light in their store is “Super Cold”.