Weddings? Graduations? Fourth of July? All official summer events you want to celebrate with beer. But how about those “unofficial” moments like sneaking backstage at a rock concert?
Here’s the deal…
Coors Light has just launched a series of video spots that celebrate those less celebrated summer moments that call for a beer. Relaxing after mowing the lawn? Snagging a seat behind home plate? All these moments need to be capped off with a beer and Molson Coors hopes that beer will be Coors Light.
And to make sure that you do, Coors has just launched a new ad campaign on must-see TV and across digital and social media channels commemorating those moments, like unwinding in an inflatable pool, borrowing seats at a ballgame without anyone noticing, basking in the chill of a beer cooler.
“Summer is packed with these official events that can be stressful and very unchill, but the in-between, unofficial moments bring chill and refresh spirits,’ Lindsey Wesloski, associate marketing manager for Coors Light explained to Beer & Beyond. “We’re celebrating those unofficial moments that make summer the best time of year.”
The campaign is also supported by traditional out-of-home advertising and tie-ins with influencers.
These fun media spots launch just as Coors Light’s new summer packaging is hitting retail hits shelves, putting a new twist on its successful “Made to Chill” campaign that debuted two years ago.
Coors Light’s new summertime cans are emblazoned with “Chill” and designed to look like they’re encrusted with ice. There are six different cans, each celebrating a chill part of summer: days, views, jams, nights, trips and vibes.
Plus QR codes are located on the new Coors Light packaging that unlock experiences and the chance to win prizes for consumers all summer.
“Summer packaging is always popular, and this year we expect to see lots of selfies on social media,” Wesloski added. “The packaging makes for fun retail theater. It can be stacked to create incredible displays.”
Want more Coors Light moves?
(All image credits: Coors Light)