Anyone who’s cracked open a Coors Light knows it’s ready when the mountains on the can turn blue—signaling the beer’s perfect chill. To celebrate this iconic cold-activated feature, Coors Light launched Cold Activated Announcers, a radio campaign recorded in a 42°F ice plunge.

Seasoned voice actors stepped into the cold to deliver their lines, capturing takes that were genuinely chilled, refreshingly real, and perfectly embodied the feeling—and sound—of a perfectly cold Coors Light.