Coors Light engineered its cans to change color when the beer was cold enough to drink—from grey Rocky Mountains to ice cold blue—back in 2009. It was a new concept for consumers that warranted a marketing campaign. But today, many younger beer drinkers are unaware of the color-changing tech on its packaging.

That meant it was time for a refresh, according to Marcelo Pascoa, Vice President of Marketing at Molson-Coors. But since then, consumer preferences and distribution channels have evolved. And audio-based storytelling is “a brave new world,” Pascoa says. 

So for the blue mountains’ reintroduction, the brand created an audio ad featuring professional voice actors taking a 40-degree cold plunge alongside Coors Light, in which listeners can “hear” the freezing cold through the actors’ shaky voices.

We spoke with Pascoa about the origin of the campaign, why audio storytelling worked for this particular creative, the challenge of reinventing Coors brands for younger folks, and his approach to AI-based storytelling.

We’re now amid a retail renaissance, according to Ethan Chernofsky, SVP of Marketing at locations analytics provider Placer.ai. During a session at last month’s POSSIBLE conference in Miami, he argued that the role of brick-and-mortar stores is more important now than it was pre-pandemic. Chernofsky cites four ripple effects of the retail renaissance and discusses how marketers can take advantage of them.

In a new survey of 100 marketing leaders from Wunderkind, 90% of respondents said they were using paid social media to engage customers, and almost all intend to spend more on it this year. But while paid social might be the top priority, respondents also agreed that email and text were more effective than other channels. Here’s a look at the report’s key findings.

Lastly, a major theme of the 2025 NewFront presentations in New York City this week was interactive TV ads. Instead of leaning back and consuming TV passively, consumers are being encouraged to interact with ads through QR codes and gamified experiences.

Until next week,