With sales down, Coors Light has launched a multi-million dollar campaign to recruit a new generation of beer-drinkers.
Coors Light is trying a new tack under a new CMO and creative ad agency
It's centered around the tagline"Made to chill," and is the company's biggest paid social and digital video campaign to date, said Ryan Reis, VP of brand marketing for the Coors family of brands at MillerCoors. He said it was in a"multi-million" dollar campaign, without giving specific numbers. Coors Light's campaign reflects the insight that Gen Z and Millennial drinkers don't necessarily go out that much and also tend to drink around occasions, rather than just for the sake of drinking, according to the company.
The ads insert Coors Light in millennial-focused scenes, including a woman skillfully removing her bra from underneath her shirt and drinking a beer as she gets home from work, and two roommates whipping up breakfast and opening cans of beer on a Saturday. "Coors Light will always be mountain-cold refreshment at heart, but we had to make the brand relevant in a way that resonates with the next generation of beer-drinkers," Reis told Business Insider."We feel that Coors Light is the perfect antidote to the world today that's always-on.
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