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(From “The Official Beer of Saturday Morning” – Courtesy Molson Coors)
Coors Light doesn’t want to be seen as insensitive…not with deadly coronavirus wreaking havoc around the globe…
Here’s the deal…
According to Beer Business Daily Molson Coors is pulling the plug on a commercial they were planning to run during the March Madness games due to Covid-19 fears which has led to many businesses to direct their employees to work out of their homes in March.
Coors Light had planned to run an ad called the “Official Beer of ‘Working’ Remotely” during March Madness which makes fun of certain employees who use the working remotely as an excuse to covertly stay home to watch the, now cancelled, March Madness college basketball series.
“The last thing we want is for our communication to seem insensitive or be misinterpreted,” Molson Coors Chief Marketing Officer Michelle St. Jacques states a memo to distributors shared with Ad Age.
The memo goes on to reference the “recent development of some companies asking employees to stay home from work to prevent further spread of the virus” and added that depending on how things play out they might reconsider and launch the spot later in the month.
According to AdAge Coors Light’s “working remotely” ad will be replaced by a “product-focused spot that brings to life our mountain-cold refreshment in a very ‘Made to Chill’ way,” St. Jacques states in the memo, referring to the brand’s tagline.
Molson Coors is also asking distributors to stop putting out Coors Light “Working Remotely” coasters and banners at bars and restaurants (as if people are going to be frequenting bars and restaurants with this highly contagious virus spreading like wildfire).
The “working remotely” ad will be replaced by a more “product-focused spot that brings to life our mountain-cold refreshment in a very ‘Made to Chill’ way,” St. Jacques states in the memo, referring to the brand’s tagline
St. Jacques stressed in the memo that in spite of Coors Light replacing its “Official Beer of ‘Working’ Remotely” ad with the considerably more benign “Made to Chill’ commercials it introduced in 2019 the company will still have a “strong media spend in March,” amounting to “more than double from February and 20 percent higher than 2019.”
