Rap Mogul Ice Cube Helps Coors Light Set Cold Standard

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Ice Cube: Behind the Scenes, Cold Challenge

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Coors Light continues to out-cold itself, as they introduce new packaging now featuring a new design that tells you when your beer reaches the “peak of refreshment.” As part of its upcoming Super Cold Summer, the brand is debuting the latest in cold-activated technology: New Coors Light Two-Stage Activation bottles and cans, which make it easy to see when your Coors Light goes from cold … to Super Cold.

Studies indicate that more than 70 percent of legal-drinking-age men have put their beer in the freezer to achieve the desired level of cold. The trick is to know when to take the beer out. Now on Coors Light bottles and cans, the iconic mountains still turn blue when the beer is cold, and in addition, a new Cold Indicator bar will turn blue at the same time. Then, when the Coors Light temperature is at the peak of refreshment, a second Super Cold Indicator bar turns blue.

Starting this month, the launch of Coors Light Two-Stage Cold Activation will be supported in many ways from coast to coast. This includes new creative featuring entertainment mogul Ice Cube in two commercials, titled “Cold Talk” and “Cold Challenge,” that depict a humorous stand-off between Ice Cube – hip hop star, actor, screenwriter, director and producer -- and Super Cold Activated Coors Light in a battle over who is colder. 

Known to be one of the most important figures in rap history, Ice Cube can add actor, screenwriter, film director, and producer to his illustrious list of accomplishments.  As a rapper, he has sold more than 10 million albums to date.  As an award-winning actor, he has appeared in more than 20 films, and he has directed or produced movies such as “Are We There Yet?” and “Barbershop.” Additionally, he served as one of the producers of the Showtime television series “Barbershop” and the TBS series “Are We There Yet?,” both of which are based upon films in which he portrayed the lead character. Cube is getting ready to kickoff a European concert tour in June.

Cube’s popularity and relevance started and grew in the world of hip-hop.  However, as his popularity has increased, so has his cross-over appeal.  It is Cube’s mass appeal that allows Coors Light to strongly engage and motivate a broad, diverse legal-drinking-age audience to embrace the brand, its cold refreshment and its new Two-Stage Activation bottles and cans.

The Ice Cube commercials will air on a variety of TV stations during the NBA playoffs, including ESPN and TNT.