Coors’ New Organic Beer Gets A “Chill” Ad Campaign

Molson Coors is introducing its first USDA-certified organic beer, Coors Pure, with a series of video spots starring a talking beer.

Here’s the deal…

In an effort to showcase its first authentically organic beer ever, as well as to cash in on some of the success that Michelob Ultra Pure Gold USDA certified organic beer has been enjoying, Molson Coors has introduced a “chill” campaign that doesn’t forget to be funny.

Featuring comedienne Ali Wong, a star known for her unfiltered comedy specials, as the voice of the talking Coors Pure can, the new spots tout the brand’s organic credentials with a dash of knowing humor.

“We wanted something to make Coors Pure stand out in the above premium beer space, and we wanted to make it relatable,” says Nigel Jones, senior marketing manager for Coors Pure told Beer & Beyond.

“The tone is approachable and chill. It’s all about just being able to provide positive affirmations to people who are making smart and healthy choices throughout the day.”

Made with organic hops, organic barley and water, Coors Pure which launched in March is positioned as a sessionable, above-premium beer that meets consumers’ desire for better-for-you read: healthy) products.

Just 4 calories more than Anheuser-Busch’s Michelob Ultra Pure Gold, the 92-calorie light lager is now available nationally, Coors Pure has zero sugar and checks in a 3.8% ABV.

 

“We’re feeling really good about Coors Pure’s progress,” says Jones, noting that 12-packs of its new organic offering are exceeding forecasts by 24%….

“We know there are plenty of consumers who take fitness seriously but aren’t trying to set world records,” Jones added.

“We want them to know that Coors Pure is an organic, zero-sugar beer that fits their lifestyle.”