Coors Brewing is introducing temperature sensitive technology to the UK on-trade for its Carling Extra Cold cans and bottles.

The thermochromic ink, already used on Carling products in the off-trade, has been used for the first time on a range of cold sensitive table talkers and dripmats, turning blue to signal to drinkers that their pint is extra cold and creating a link back to the latest instalment in Carling's advertising campaign.

The items form part of a collection of point of sale items developed around the theme 'Strike Cold' (linking into the TV advertising Wild West storyline), driving "increased visibility and rate of sale as well as bringing summer refreshment to the forefront of consumers minds", the company said today (27 June).

Comprising of a range of paper point-of-sale material including posters, tentcards, summer event wall planners and parasol barkers, there is also a selection of branded barware including bar runners, four-pint carriers and font surrounds.

David Wigham, portfolio activation director said: "With beer sales taking off when the sun shines as consumers seek maximum refreshment, this innovative Carling point of sale material is designed to help our customers make the most of the summer trading period.

"We believe the Strike Cold with Carling campaign provides a truly integrated approach that will ensure Carling is at the forefront of consumer's minds whether they are enjoying a beer in the pub, at home or at this summer's music festivals."

Carling has also invested in broadcast sponsorship of ITV2, ITV3 and ITV4 movies, again under the 'Strike Cold' theme, which will be supported by a full programme of off-trade promotional activity.