Made to Chill
Coors Light is unveiling a new campaign that speaks to a relatable Millennial and Gen-Z truth: in an always-on, hyper-connected world, younger generations are actively seeking ways to turn off for a moment. In its first work with new creative agency Leo Burnett, Coors Light is repositioning the brand and bringing these insights to life with their “Made to Chill” campaign.”Cold has always been part of our brand DNA. And Coors Light’s mountain-cold refreshment is the perfect antidote to a world that won’t stop being on,” said Ryan Reis, vice president of 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.” To achieve this repositioning, the new Coors Light campaign champions the active choice to chill, sometimes showing occasions that are unexpected for beer advertising, such as enjoying a shower beer, or “going golfing” as a thinly veiled excuse for chilling out with friends while enjoying a round of Coors Light on the golf course.
