Peak wedding season is also peak sweating season, especially for grooms, groomsmen and guests stuck in layers of formalwear under the blazing summer sun. As the beer known for chill, Coors Light is stepping in with a stylish solution to keep wedding parties chill from the aisle to the afterparty with the Cold Tux and BrrrTie.
In partnership with M ssn g P eces and creative agency Droga5, Coors Light debuted the Cold Tux, the first-ever tuxedo engineered with cooling technology, at a wedding in Winter Park, Florida.
The Cold Tux is 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 from the inside out. Just like a can of Coors Light, when the Chill-o-stat turns blue, the suit is perfectly chilled.
The brand is also sharing part of the Cold Tux with 100 wedding party members and guests. Introducing the BrrrTie: a refrigerated neck accessory designed to target one of the body’s key temperature regulation zones. When chilled, the BrrrTie delivers up to 40 minutes of refreshing cool, providing just enough relief to get through “I Do” without breaking a sweat.
“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 chill in the heat of a summer wedding.
