If stupid sells, Coors Light‘s new ad campaign by the Leo Burnett agency should have cases rocketing off the shelves. But we doubt that’s going to happen.
One of the new spots proclaims Coors Light is the “Official Beer of Being Done with Wearing a Bra.” It shows a woman returning to an apartment, feeding a gold fish, grabbing a Coors Light from the refrigerator, sitting down, removing her bra (but not her top), tossing it. The commercial then cuts to a can of Coors Light and the tagline “Mountain Cold Refreshment.”
The second commercial is even worse. It shows a dude stepping out of his shorts and into a shower. He turns it on, waters his face, fishes for the can of Coors Light and proceeds to drink and dance in the shower. The tagline for this commercial: “The Official Beer of Drinking in the Shower.” And then the brand’s “Mountain Cold Refreshment” tag.
“Cold has always been part of our brand DNA,” said Ryan Reis, vp-marketing, Coors Family of Brands. “But in a world where Millennial and Gen-Z drinkers have more and more choices, we have one job to do: give them a new reason to reach for Coors Light.”
The idea is to reposition Coors Light to appeal to Millennials. Coors Light says its new, full, 360-degree marketing campaign will reach 90% of 21-34 year olds an average of nine times in August. It kicks off this week with video content across streaming services like Hulu and YouTube, as well as live TV on programs such as Shark Week and ESPN. Additionally, the brand will have a revamped social media look and feel, more than 500 out-of-home displays nationwide, sponsorship of Will Ferrell’s popular Ron Burgundy podcast, breakthrough PR programs and social-influencer partnerships.