Coors Light is launching a 360-degree marketing campaign called “Made to Chill” meant to inspire Gen Z and millennials to disconnect from social media and enjoy a beer while unwinding. With 30-second video content playing across Hulu, YouTube, ESPN and Shark Week, the campaign will reach 90 percent of 21 to 34 year olds an average of nine times in August.
After teasing the campaign on its Instagram, Coors Light published four 15-second video spots featuring people in their 20s—two in English and two in Spanish—to its YouTube. Slogans like, “The official beer of drinking in the shower” and “The official beer of being done wearing a bra” reflect the campaign’s championing of “the active choice to chill.” The former message plays out in a spot that shows a young guy drinking Coors Light in the shower as Gipsy Kings play in the background. In another spot, we see a young professional woman come home from work, remove her bra and start sipping a Coors Light in favor of white wine.
“Because breaking through with drinkers has gotten more difficult amid fragmentation in the media, we’ve learned that we’ve got to go even further to connect with them. Drinkers turn away from what they view as typical beer ads, so we have to give these younger legal-age drinkers a reason to reach for a Coors Light,” said Ryan Reis, vice president of marketing, Coors Family of Brands.
Coors Light plans to execute more than 500 out-of-home (OOH) displays nationwide, with messaging like “Nothing’s more chill than shower beer,” and sponsorship of Will Ferrell’s Ron Burgundy podcast. As part of the campaign, the brand will revamp its social media look and feel, spending more money next month than in any other month in its history, according to a company blog. More experiential activations are planned through the summer, fall and holiday season 2019.