COORS LIGHT UNVEILS THE COLD TUX WITH BUILT-IN COOLING TECH

Just in time for a heatwave in the middle of wedding season, Coors Light, in partnership with M ssn g P eces and creative agency Droga5, has unveiled the Cold Tux and the BrrrTie. The new offerings are a first for the tuxedo market to include this cooling technology.

Highlighting the Cold Tux, the garment has been engineered for full-body cooling. It features a breathable linen shell and a hidden refrigerating core powered by ice pack rods to keep you cool. Similarly, the BrrrTie offers the same relief but localized to keep you from getting hot under the collar.

To help promote the new tux, Coors Light is sharing the garment with 100 members of the wedding party and their guests.

“If any beer is going to keep you chill during your vows with a cold-activated tux and bow tie, it’s Coors Light,” said Marcelo Pascoa, VP of Marketing at Coors Light. “With the BrrrTie, and a Coors Light delivering mountain cold refreshment in hand, we’re giving people new ways to stay chill on their big day…literally.”

The Cold Tux and Brrr Tie are inspired by a moment from Coors Light’s recent creative campaign, where two groomsmen help wedding guests choose to chill in the heat of a summer wedding.