In your latest tailgaiting spots I suppose I should feel gratified that you're assuming men can read by moving from pictures to actual words — a beer theoretically goes from "cold" to "super cold." Not since the cold gave chase to Jake Gyllenhaal in The Day After Tomorrow has temperature been given such a starring role.
I know you're infatuated with temperature change, Coors. It's fascinating to watch T-shirts change color (odds are, you might still have a hyper color T-shirt in your closet, wishing your mom hadn't washed it so many times, reducing its innate ability), or a color-changing matchbox car. Look, we left behind color changes in our youth. It's time for you to do the same.
In addition, there's a singular (and fatal) flaw to your latest campaign. I know you've got a history with Herm Edwards, but so does Kansas City. And the former Kansas City Chiefs coach was arguably best-known for his inability to keep track of the clock. His lack of time-management skills likely helped lead to his early departure (although the 15-33 career record with KC didn't help) in 2009. So picking a guy who let more clocks expire than a bad Swiss watchmaker was perhaps not the most inspired of choices for a brand adviser who lets the average Joe know the exact moment when his beer has gone from "cold" to "super cold."
Coors, there are only two beer temperatures: cold and warm. And the reality is that yours is the kind of beer where temperature doesn't make a heck of a lot of difference.