Coors Cooler boxes.

This summer, Coors will field a specially designed 18-pack that converts into a cooler. "When it comes to cold refreshment, nobody does cold beer as well as Coors Light," says Jim Sabia, vice president of marketing for Coors Brewing Co. "Our commitment to cold begins with our unique frost brewing process, continues with guaranteed cold shipment and storage and now extends to the customers' hands with these innovative new packages that allow beer lovers anywhere to experience the cold refreshment of the Rocky Mountains, even in the heat of summer." According to Sabia, the Coors Light 18-pack Plastic Bottle Cooler Box is the "industry's first ice-ready bottle package that can go anywhere." Essentially a portable cooler, consumers simply need to add ice to chill down the beer. "Break-proof 16-ounce plastic bottles mean that now consumers can have beer where glass isn't allowed, such as the pool or the beach," Sabia says, "And the resealable plastic bottles keep beer colder longer than glass bottles and aluminum cans." The Plastic Cooler Box is supported through a national advertising campaign that showcases the icy cold cooler box in a beach setting, where a woman shows off the new Coors Light packaging with a hook that the bottles are "plastic and spectacular."

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