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(Courtesy Molson Coors)
This holiday season couldn’t be stranger with COVID-19 still lurking around. And Coors Light is echoing that feeling with a new marketing campaign that introduces Beerman, a cute/scary character who could also turn up at Halloween.
Coors Light new holiday creation is part snowman, part rock star, part semi-spooky creature reminiscent of Tim Burton’s weird holiday classic, Nightmare Before Christmas, a film that left many younger children running for cover.
“Beerman is the holiday hero we need this year,” Coors Light’s North American director of activation told Beer & Beyond…
“He is perfectly imperfect. He’s hastily put together. He’s slightly worse for wear from 2020, but you can see there’s a tremendous amount of joy lurking just below his snow-clad surface, and he’s sharing that with his neighbors.”
Coors Light is introducing Beerman through an international marketing campaign created by DDB Chicago, which includes live TV advertising, social and digital spots, and a custom Beerman can design that will be available later this month in New York City at select participating retailers.
So if a cute/scary snowman, with the ability to chill cans of Coors Light by touch, joining a holiday band that includes a guitar-slinging Yeti in a rockin’ rendition of Boston’s “More Than a Feeling,” is your thing, you’ve got to check out this video…
To achieve Beerman’s scary/cute look DDB worked closely with Legacy Effects, the practical effects developers behind The Mandalorian’s scary/cute Baby Yoda and scary/cute Groot from Guardians of the Galaxy.
The new campaign, which also features specially branded Beerman cans, comes as Coors Light continues to post solid growth in the off-premise realm. Sales of the light lager are up 6%, through Nov. 28, according to Nielsen all-outlet and convenience data.
“Beerman is something we can look forward to every year, bringing some joy, some humor and most importantly, keeping your Coors Light cold,” Steele added.
Just keep the youngsters away…
And while we’re on the subject of Coors Light holiday initiatives, there’s also this…
COVID-19 CAN’T STOP COORS LIGHT HOLIDAY SWEATSUITS FROM RETURNING
