Cold As The Rockies

This summer, Coors Light is reinforcing its signature "Cold As The Rockies" refreshment by shooting its latest campaign on a thermal camera that uses infrared to visualize heat in the scene.

The campaign, which is brought to life with a variety of stills and short-form OLVs, captures all too familiar hot summer moments where a Coors Light can radiates blue mountain cold refreshment amongst the hot oranges and reds, a dramatization of its iconic colour-changing blue mountains.

In March 2026, Coors Light launched a new equity campaign focused on the lengths people go to get their beer cold, rooted in the insight that "People don't just like beer, people like cold beer." Coors Light has an iconic can, featuring mountains that turn blue when it's as "Cold As The Rockies" providing a visual indicator that the beer is cold and ready to enjoy.

The campaign will come to life with a variety of static and short-form video assets across META and OOH starting on June 1st.

Quotes
Michelle Ramos, Senior Marketing Director, Global Brands, Molson Coors Beverage Company:
"Our latest campaign leans into a universal truth: when it’s hot outside, people crave cold beer. By shooting on a thermal camera, we’ve created a striking visual contrast that mirrors the real-world technology of our color-changing cans. It’s a refreshing way to remind Canadians that nothing beats the blue-mountain cold of a Coors Light when the summer heat hits."

Jordan Darnbrough and Nick Noh, Creative Directors, Rethink:
"Ice cold refreshment has always been part of Coors Light's brand DNA. Shooting in infrared gave us a unique opportunity to build on that positioning in a way that doesn't just say it, but shows it."