In addition, Coors Light introduced a series of online efforts that shows beer drinkers enjoying its latest innovations. Creative work from Draft fcb-Chicago, Taxi New York, Avenue A Razorfish and the Integer Group was featured.
Coors Light continues its focus on delivering “The World’s Most Refreshing Beer,” with a series of ads that highlight innovations, including the new Vented Wide Mouth can and the popular Cold Activated Bottle.
To officially announce its position as the official beer of NASCAR, Coors Light also debuted an action-packed TV commercial that shows the NASCAR field racing through the snowy mountains, refreshing a group of Coors Light drinkers.
The spots are just one element of a complete mix of retail, out-of-home, radio (we should have more info on radio tomorrow), online and other marketing programs to support the brands in 2008.
In addition to the television spots, Coors Light unveiled an online campaign that shows how consumers are enjoying the brand’s latest innovations, including the Vented Wide Mouth can.
Coors Banquet announces a new series of commercials featuring the voice of legendary actor Sam Elliott. In keeping with the theme of playing up its history, these commercials educate adult consumers about Coors Banquet’s heritage, specifically how it got the nickname of “Coors Banquet.”
Molson Canadian is also highlighting its long heritage, reminding U.S. beer drinkers that it originates from the oldest brewery in North America.
Keystone Light introduces new executions from its successful “Always Smooth, Even When You’re Not” campaign. In the humorous examples of awkward or “unsmooth” situations, the brand is featured as the one thing that can be counted on to be consistently smooth.
George Killian’s Irish Red will highlight that recipe and the slow-roasted caramelized malts that give it its authentic ruby red color with out-of-home and print advertising throughout the year.
All of the television spots feature a new logo that supports the “You Hold the Key. Never Drive Drunk” campaign. This campaign reinforces to consumers that they hold the key to preventing drunk driving and reminds them to plan ahead, specifically by arranging safe rides home by cab, public transportation or designated driver.