What’s up the Coors “Code Blue” ad campaign? The whole concept is ridiculous: when the label turns blue, your beer is cold enough to drink. Or as the ad’s announcer says, “When the label turns blue, your beer is as cold as the Rockies!” I assume that means it’s cold enough to drink.

Coors does some assuming of its own… It assumes that its beer drinkers are incredibly subservient. It assumes they’re too dumb to know on their own when they should or should not drink a beer. And it assumes that we want our beer as cold as the Rockies. I don’t know how cold the Rockies are, but maybe that’s too cold.

The question, however, is “Why?” Why would I wait for a label to change color before I decide to throw back a cold one? Why wouldn’t I just pick it up and feel whether it’s cold or not? Why would I ever buy Coors in the first place?

This silly campaign shouldn’t surprise anoyne, though. After all, it comes from the same company who brought us the incorrectly spelled Artic Ice brand.