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The history of the cold-activated can goes back 10 years. Coors “pioneered” the technology as a gimmick to alert beer drinkers of the “optimal” temperature to drink Coors Light and Coors Banquet. The mountains turn blue? It’s bottoms-up time.
Fast-forward to today, and that same technology is part of a marketing crossover between Mountain Dew and the wildly popular HBO series Game of Thrones. While a previous hook up for the show with Bud Light was all about fire (literally, in the form of a dragon destroying a jousting arena in a lauded Super Bowl ad), this one goes to the other end of the Game of Thrones spectrum: ice.
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