Coors carton 'on the rocks'

The cooler box resembles the typical 12-pack carton of Coors and Coors Light. But the cooler box is enhanced, using a 30-pt kraft paperboard with polyethylene film laminate. Converted by Graphic Packaging (Golden, CO), it helps keep the 12-oz bottles of beer as well as ice cool for up to eight hours. A perforated flap is removed from the top of the box to make room for the ice.

“Coors as a company looks for innovative ideas—usually in packaging,” says Lori Varsames, a spokesperson for Coors. “The cooler box is a great package. It’s just a great idea.”

The disposable and recyclable package is gravure-printed in five colors. It can only be used once. The promotion runs nationally through Labor Day ’01.

“The cooler box is a great added incentive,” Varsames says, adding that it’s too early to determine how sales of Coors and Coors Light fared in the Cooler Box. (ALR)