Coors Light Goes Heavy On TV Spots In December

Just as with craft beer, December is an important time for big brewers like MillerCoors and they are doubling down on straightforward messaging to revive the fortunes of their flagship, Coors Light.

In September MillerCoors CEO Gavin Hattersley announced his plans for the company as they look to 2019…And part of that plan is to move away from introducing new products like its failed Two Hats brand, and focus the company’s efforts on its flagship Coors Light, which in spite of a tough 2018 still remains the second bestselling beer-selling beer in the US.

According to Peter Frost at Behind the Beer, “Hattersley sees the brand’s biggest opportunity in recruiting the next generation of legal-age drinkers — those aged 21 to 34 — who are most concerned with what a brand or product can deliver to them.”

And to tap into this elusive demographic, MillerCoors will be running a heavy spot load in December to drive home the brand’s promise of cold refreshment during the holiday season and reaffirm Coors Light’s claim to be the “World’s Most Refreshing Beer.”

In a note to employees and distributors, Ryan Reis, the Vice President of the Coors family of brands, emphasized the intensity of this month’s television campaign which primarily targets prime time sports…

“They’ll air in heavy rotation every week in December, including in live in-game features during professional and college football games on networks including FOX, CBS and ESPN. Spots also will air on DirecTV NFL Sunday Ticket, NBA, NHL and during the top-rated pregame show, College Gameday.”

In addition to upping its digital game, the company has smartly redesigned its cans to emphasize that COLD beer is refreshing and that refreshment is what Coors Light delivers.

The videos airing in December will showcase its new cold-activated cans which features mountains that actually turn blue when the beer becomes “as cold as the Rockies.”

All image credits: MillerCoors