This advertisement is for the ice cold Coors light beer. The bottle has ice running down its side, while it is placed in front of the frosted Rocky Mountians. This well known alcoholic beverage is sending the message that it is the most cold, refreshing beer there is to offer. Coors is arguing that their lager is as cold as it gets, which is more refreshing than the rest of the beers out there.

Well, everyone knows the unique selling proposition that Coors has been clinging to for years. The “rocky mountain refreshment” with the cold activated can or bottle. This beer will tell you when it is at the perfect chilled temperature that guarantees maximum satisfaction from the beverage. However, Coors does not actually get colder than any lager. I mean every consumer is going to put any beer in the same fridge or cooler, so each beer has to be at the same temperature, but these beers cannot tell you that they are ready to be consumed.

So, this ad is quite effective. Who doesn’t know which beer is associated with the ice cold blue mountains on the bottle? Almost anyone could put a brand name to this unique selling proposition. The cold activated bottle sells; Coors has used this technique for years. It has to be working.

However, Coors is not the only beer company with a unique selling proposition. Miller light claims the grooves in the neck of their bottle makes the beer the smoothest around. Well, these two products are basically identical, but they use two different USPs. Coors may be just as smooth as Miller, and Miller may be just as cold as Coors, but that does not matter. These unique selling propositions allows the companies to tell their consumers that they are superior.