Molson Coors has unveiled the next stage of its multi-million-pound "Keep It Fresh" campaign for its Coors brand with the launch of a brand-new TV ad, with the key message ‘We do things differently on the mountain’ and exclusive on-pack promotion.
The campaign takes inspiration from the beer's Mountain Cold Refreshment and Rocky Mountains heritage to celebrate fresh perspectives and champion freshness as an attitude.
As part of the campaign, consumers will be able scan QR codes on promotional packs throughout July – September for a chance to win an exclusive mountain experience with VIP tickets to Snowbombing festival in Austria, or one of 1,000 Bluetooth speakers. Supported by brand-new out-of-home advertisement.
This is also accompanied by a brand-new TV ad airing today (7). The thirty-second ad features a group of friends on their way to a party when the main character orders a fresh ride for them – a pack of CGI-generated bears.
Alongside fresh attitudes and sociability, the ad highlights Coors’ unique on-pack thermochromic ink, which turns the mountain peaks on all Coors bottles and cans blue when the beer is cold enough to drink.
Shorter versions of the new TV ad will also run across Channel 4 through Coors’ high-profile "Comedy on 4" sponsorship. Using the tag line "Keeping comedy fresh on 4". The campaign is supported by TV, OOH, cinema, video on demand, digital and social activations and influencer partnerships.
Point-of-sale (POS) materials will also create theatre in-store, including unique digital front of store activations, eye-catching aisle fins, shelf frames and free-standing display units to engage shoppers.
This latest wave of activity builds on the strength of the brand, which continues to be one of the top ten lagers in GB.
“Building on the success of the Coors brand and our previous multi-million-pound ‘Keep It Fresh’ campaign, this campaign leans into the joy of sociability and togetherness, and represents a significant investment into the premium beer category," said said Abigail Spencer, Coors Marketing Controller at Molson Coors
“The campaign is not just about cold beer, it’s an attitude – with fresh thinking and behaviour focussed on doing things differently, just like we do at Coors.
“The TV ad and on-pack promotion will reward Coors fans with the chance to win a once in a lifetime experience, keep Coors’ Mountain cold refreshment front of mind with consumers and help our customers to drive sales in-store over the summer.”
The new TV ad can be viewed here.
