✓ Only 40% of younger legal drinking age consumers know Coors Light’s mountains turn blue when the beer’s ice cold – once they find out, they’re 66% more likely to buy the brand.
✓ Coors Light is debuting new ads in the U.S. and Canada to show the lengths drinkers will go to for a taste of Rocky Mountain cold refreshment.
✓ Beyond new spots, Coors Light’s full suite of marketing tools and creator partnerships will emphasize a renewed sense of confidence and connection with social consumers.
If you’re reading this blog, you probably like beer.
Cracking open a can to watch some hoops. Rocking out with friends at a concert. Nothing beats good times and cold beer.
Emphasis on cold. Because it’s quite simple. People like cold beer.
No brand knows this better than Coors Light. It’s cold lagered, cold filtered, cold packaged. It’s Cold as the Rockies. The mountains on the cans and bottles literally turn blue when the beer is cold and ready to drink. Cold matters to Coors Light. Cold is Coors Light. And Coors Light knows its drinkers will go to great lengths to get their beer cold.
That’s what its newest campaign – debuting today in the college basketball tournament in the U.S. and during pro hockey and basketball in Canada – is all about. Championing Coors Light by showing why the mountains turn blue: Because people don’t just like beer, people like cold beer, and they’ll do a lot of interesting things to get it.
“Wrapping cans in paper towels and shoving them in the freezer. Filling bathtubs with ice at a house party. People will do anything to get their beer cold,” says Chief Marketing Officer Sofia Colucci. “Coors Light has leaned into many different versions of cold over the years – and this latest campaign signals new energy and highlights the swagger behind our iconic silver cans and blue mountains.”
Cold as the Rockies
The new spots, featuring “Feeling Alright,” by Joe Cocker in the U.S., are centered around everyday beer occasions where people come together over a cold one. But they also help Coors Light capitalize on a huge opportunity with drinkers.
In fact, only 40% of younger legal drinking age consumers know the brand’s mountains turn blue, but once they find out, they are 66% more likely to buy Coors Light, according to internal data. That’s a real chance to lean into a real differentiator in a compelling way, and the new spots do just that.
Check it out here, with global adaptions for Canada and LATAM markets:
The spots will appear during live sports and entertainment, streaming, and on major social networks, aimed at reinforcing Coors Light love with core drinkers while introducing the blue mountains and Mountain Cold Refreshment to new drinkers. It will also include :15 second spots as part of the campaign, with global adaptations for Canada and LATAM.
While the campaign will launch with video, this new, confident tone will extend everywhere Coors Light shows up, from billboards and social campaigns to creator partnerships and earned media. It depicts the lengths people will go for a cold one, and it’s meant to get beer drinkers talking about Coors Light’s iconic blue mountains.
“We’re laying the groundwork right now to build out cold for years to come, and we can’t wait to bring our blue mountains with us," says Colucci. "It’s a big year for Coors Light: we’re going to bring cold to college hoops, cold to soccer, cold to football. And we’ll inspire 21+ drinkers to do anything they have to do to keep their beer cold and their mountains blue. Because this is Coors Light, and we’re Cold as the Rockies.”