The two spots, “Party Cooler” and “Snow,” debuted in September on digital channels and resonated “strongly with 21- to 34-year-old consumers, delivering higher awareness, branding and persuasion than campaigns of recent past,” said Ryan Reis, vice president of the Coors family of brands, in a note to employees and distributors.
Both ads feature Coors Light‘s cold-activated cans and were developed as the brand refocused and sharpened its messaging on its title as the “World’s Most Refreshing Beer.”
They’ll air in heavy rotation every week in December, including in live in-game features during professional and college football games on networks including FOX, CBS and ESPN. Spots also will air on DirecTV NFL Sunday Ticket, NBA, NHL and during the top-rated pregame show, College Gameday, Reis said.
The No. 2-selling beer in the United States “is at its best when it lays claim to ultimate refreshment,” MillerCoors CEO Gavin Hattersley said in September. “And we believe the best way to break through in this increasingly fragmented landscape is to simplify and focus our message, so we’re delivering with consistency the story of what makes us special.”