Coors Light and the guys from TV’s Food Jammers are inventing new ways of chilling beer in a series of web-based videos released in time for the Labour Day long weekend.

Toronto-based Pilot PMR handled media relations and production for the project, which is strictly a PR initiative, and worked in conjunction with the Food Jammers dudes to develop the videos. They are being promoted virally on Facebook via Coors Light’s Facebook fan page. Coors Light’s digital agency, 58Ninety, was responsible for uploading the videos to the Internet.

Food Jammers, which airs on the Food Network, follows Micah Donovan, Nobu Adilman and Christopher Martin as they come up with unique designs for culinary contraptions. The third season of the show, which is currently shooting, will launch in spring 2009 on the Food Network.

‘The Food Jammers are known for their inventive culinary creations,’ Jamie Sprules, Coors Light brand manager, Molson tells MiC. ‘By combining their creative genius with our Cold Certified technology, we were able to produce a series of wacky beer-chilling experiments for all beer lovers to enjoy.’

The three videos follow Donovan, Adilman and Martin as they work together to invent three off-the-wall ways to chill the suds. They appear on YouTube and feature a beer-chilling rocket (http://ca.youtube.com/watch?v=2DfGKbhlejM), a V6 ice engine (http://ca.youtube.com/watch?v=diPxNE2dcKw) and a modified freezer (http://www.youtube.com/watch?v=dWg9OiGsXRQ).

The Coors Light cold-certified bottle, which has a proprietary label that changes from white to blue when the bottle is chilled to the most favourable temperature, is featured in each video.