Newer Coors Light commercials claim the beverage to be "The world's most refreshing beer." As outlined in his article on Forbes.com, Will Burns explains the plan of Coors may be to link "cold" to their "frost filtered" process, also creating a link to consumers as a "refreshing" beer.
While many consumers are in favor of an ice cold beer, Burns disagrees with this brand strategy. Not only does he believe temperature is relative, but he also questions whether or not the company is using sub-zero temperatures to mask a lack of taste.
Read through his article for further insight and some opposing viewpoints as well.
How do you feel this advertising strategy affects Coors as a brand?