Coors Light®’s New Radio Campaign Takes an Ice Plunge to Deliver a Seriously Chill Ad

CHICAGO (April 2, 2025) – Anyone who’s cracked open a Coors Light knows that it’s best enjoyed when the mountains on the packaging turn blue. To celebrate the brand’s iconic cold activated cans and bottles, its latest radio campaign, called Cold Activated Announcers, features voice actors who recorded the ad in an ice plunge chilled to 42 degrees. 

“There’s no question that Coors Light is best enjoyed chilled, and there’s no better feeling than watching the mountains turn blue when your beer reaches the perfect temperature,” said Marcelo Pascoa, VP of Marketing for the Coors Family of Brands. “We’re taking it up a notch by making our radio ads just as refreshing as our beer. It’s hard to make something sound mountain cold purely through sound, so we had our announcers take the plunge and do it themselves.” 

To achieve the chillest radio ads, the announcers waded into ice plunges to read Coors Light radio ad scripts and the results were refreshingly chill. The voice actors powered through the frigid temperatures to deliver an ad that takes the brand’s cold refreshment to new heights. 

To see the chilling results for yourself, check out a behind-the-scenes launch video showing how the ad reads came to life. The video showcases the voice actors being interviewed as they dive into the cold plunge and read their lines in refreshingly cold temperatures. Of course no ad shoot is finished without enjoying the mountain cold refreshment of a Coors Light post-production.  

The campaign was created in partnership with alma. The ad creative is now live across national audio streaming platforms. 

About Molson Coors Beverage Company

For more than two centuries, Molson Coors has brewed beverages that unite people to celebrate all life's moments. From our core power brands Coors Light, Miller Lite, Coors Banquet, Molson Canadian, Carling and Ožujsko to our above premium brands including Madrí Excepcional, Staropramen, Blue Moon Belgian White and Leinenkugel's Summer Shandy, to our economy and value brands like Miller High Life and Keystone Light, we produce many beloved and iconic beers. While Molson Coors’ history is rooted in beer, we offer a modern portfolio that expands beyond the beer aisle as well, including flavored beverages like Vizzy Hard Seltzer, spirits like Five Trail whiskey and non-alcoholic beverages like ZOA Energy. As a business, our ambition is to be the first choice for our people, our consumers and our customers, and our success depends on our ability to make our products available to meet a wide range of consumer segments and occasions. Molson Coors Beverage Company is a publicly traded company that operates through its Americas and EMEA&APAC reporting segments and is traded on the New York Stock Exchange and Toronto Stock Exchange. To learn more about Molson Coors Beverage Company, visit molsoncoors.com.