- Coors Light is kicking off World Cup season by launching “The Coooors Call” – a new campaign that transposes the long “O” shouted in “GOOOOAL” into the Coors Light name.
- The effort, made wit Droga5, is centered around a :30 spot featuring soccer announcer Andrés Cantor, well known for his iconic goal calls. In the spot and a social post featuring Cantor’s son, fans are encouraged to submit their own Coooors Call to enter to win beer money.
- The campaign will run on TV, digital OOH in Times Square and host cities, Uber in-car integrations, branded NYC shuttles, in-stadium activations across soccer and baseball partnerships, as well as an exclusive podcast sponsorship of Unfiltered Soccer. The beer maker has also created branded Mountain Cold Match Day kits at bars and restaurants nationwide.
As the World Cup gears up to be its biggest ever brands are looking to get into the action. The new Coors campaign is tapping into the moment by making its name synonymous with the popular goal calls – which will be likely be happening all season long.
“This summer, two things are certain – people will be watching soccer and they’ll be drinking beer while cheering on their favorite team,” said Matt Carpenter, vice president of marketing at Coors Light. “That’s where Coors Light steps in with our new campaign: The Coors Call.”
“The ‘O’ has always lived at the center of Coors Light,” he continued. “It’s also the same letter soccer fans have been stretching out in celebration for decades. Our campaign makes that connection explicit: as cheers stack up this summer, so do the Os, stretching our name and our cheer into every moment of the tournament.”
The summer in which most Americans will tune into soccer is only every four years and the brand wanted to do more than just slap a logo on the moment. Carpenter said it was about “finding a magnetic, ownable way to win drinkers over.”
“We think we have something unique in the letter ‘O,’” he added. “It has been at the center of Coors Light since day one and it’s the same sound that’s defined soccer celebration for generations. That’s the kind of connection you can’t manufacture, and it gives us something genuinely ownable in a cluttered field.”
