Dive Brief:
- Coors Light, owned by Molson Coors, released Chill Polish, a branded, color-changing nail polish, the company said in a press release.
- The nail polish, made in partnership with Le Chat Nails, turns from slate gray to Coors Light Blue at a certain temperature. This is similar to how the mountains on Coors Light cans turn from gray to blue when the beer reaches what the brand says is the ideal drinking temperature.
- The nail polish is available for purchase in Coors Light’s online shop and retails for $7. New batches will drop every Tuesday at 10 a.m. until Dec. 13, while supplies last. Additionally, through Dec. 15, consumers have a chance to win a bottle of the nail polish, a pint glass and a pair of fingerless gloves.
Dive Insight:
Chill Polish sees Coors Light trying to insert itself into consumers’ conversations with an unexpected use of its color-changing technology that the brand hopes consumers will see as fun while making them think about the beer.
Amid a decline in beer consumption, Coors Light just came off of a strong third quarter. During the period, Molson Coors brands Coors Light, Miller Lite and Coors Banquet together gained a share point in the premium beer category in the U.S., per the company. Chill Polish is one way Coors Light can keep the brand top of mind during a season when beer sales tend to drop in favor of hard liquor.
Chill Polish is also the latest example of Molson Coors banking on novelty products to drive interest in its brands. Recently, Miller Lite debuted a Christmas Tree Keg Stand and expanded its ornament range.
The holiday merchandise gives the brand a way to target women and a growing cohort of young men who have embraced wearing nail polish. In general, success in engaging women has proven elusive for the beer industry, which has a history of sexist advertising tropes. A 2018 YouGov survey found that only 17% of women drink beer at least once a week, compared to 53% of men.
