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Coors Light has unveiled a new campaign that speaks to a relatable millennial and Gen-Z truth: in an always-on, hyper-connected world, younger generations are actively seeking ways to turn off for a moment. In its first work with new creative agency Leo Burnett, Coors Light is repositioning the brand and bringing these insights to life with their “Made to Chill” campaign.
“Cold has always been part of our brand DNA,” says Ryan Reis, Vice President of Marketing, Coors Family of Brands. “And Coors Light’s mountain-cold refreshment is the perfect antidote to a world that won’t stop being on. But in a world where millennial and Gen-Z drinkers have more and more choices, we have one job to do: give them a new reason to reach for Coors Light.”
To achieve this repositioning, the new Coors Light campaign champions the active choice to chill, sometimes showing occasions that are unexpected for beer advertising, such as enjoying a shower beer, or going golfing as a thinly veiled excuse for chilling out with friends while enjoying a round of Coors Light.
To bring this new platform to life, Coors Light is launching a full, 360-degree marketing campaign that will reach 90 percent of 21- to 34-year-olds an average of nine times in August. Campaign efforts kick off this week with video content across streaming services like Hulu and YouTube, as well as live TV on programs such as Shark Week and ESPN. Additionally, the brand will have a revamped social media look and feel, more than 500 out-of-home displays nationwide, sponsorship of Will Ferrell’s popular Ron Burgundy podcast, breakthrough PR programs, and social influencer partnerships.
Digital, social, and video will launch July 31, with additional PR programs, retail activations, partnerships, and experiential efforts coming to life throughout the summer, fall, and holiday season.
Overall, this campaign seems fun and engaging, which is needed given that beer companies have had some difficulty selling to younger generations. Perhaps, this could be the beginning of an ecosystem for Coors Light fans, similar to what Foot Locker showed us at the 2019 Loyalty Expo. It will be interesting to see if this campaign is followed by such an effort, because retaining these new customers will be a vital opportunity for Coors.
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