This is a catchy move, it has no actual relevance to drinking accept the cool effect of the can changing color. But, for many people it gives a reason to buy the drink over its competitors in the cheaper alcohol departments. It has pitched itself directly against Bud Light and their "drinkability". But instead of hoping that people think they are a quality and good tasting beer they have differentiated themselves on a level away from taste. The majority of people who want to drink cheap beer only look at the price, but Coors is trying to make sure you know they offer something more than just beer.
I believe they should keep going with this campaign because it is something new and different and I know the consumers appreciate it. I already hear all over my campus "is the can blue yet" because people know about the campaign and are interested.
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