Everyone one has heard of Coors Light. It's one of the most commonly drank light beers in America. In an attempt to reach a younger crowd, Coors Light has moved away from the "World's Most Refreshing Beer" campaign, and started the "Made to Chill" campaign. People who consume alcohol latch onto a specific beer as their favorite right in their twenties, and with some many light beer options available in today's market, differentiation in advertising is key. Coors believes that people in their earlier twenties will use anything as an excuse to drink a beer. Coors is completely correct in their thinking, which is what makes their advertising strategy so effective.
The Coors Light advertisement below is of a group of friends golfing, except they don't seem to care that much about the game. The group of guys are golfing just for the excuse to drink beer. This is spot on the what so many young drinkers do, it's incredibly relatable. The music is relaxing, prompting that this isn't a beer you drink at a party, but this is a beer you drink with your friends when you are having fun.
The new campaign may be striving away from the DNA of older campaigns, however its working well. Young drinkers are going out and trying Coors Light because the campaign is so relatable to their lifestyle choices. Ad Age does a great breakdown on the rest of advertisements in the campaign. It is highly suggested that you check the site if you are interested in learning more. https://adage.com/article/cmo-strategy/coors-lights-new-made-chill-campaign-breaks-its-mountainous-past/2188001
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