- Coors Light is leaning into the idea of having a cold one in its latest advertising campaign, which launches during the NCAA basketball tournament. The new effort showcases the brand’s trademark Blue Mountain label that indicates when the beer is at its cold peak.
- The new effort marks a shift for the brand into product-centered storytelling, showing the many ways and moments people will go to ensure they will have a cold beer on hand.
- The commercials, which will run in durations from six to 30 seconds, will run across the United States, Canada and Latin America. It will be supported by a concurrent out-of-home campaign.
Set to Joe Cocker’s classic song, Feelin’ Alright, the new spots depict various consumers finding ways to chill their beers, from filling bathtubs and truckbeds with ice to placing cans wrapped in damp paper towels in freezers. While touting the Coors Light label’s ability to change colors when it gets cold, a voiceover explains that all of these rituals are performed for a reason: “Because people don’t just like beer. They like cold beer.”
The campaign introduces “Cold as the Rockies” as the brand’s new tagline, referencing its Colorado brewing roots.
