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 and on-pack promotion.
The new 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. The ad highlights Coors’ 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 ad will run across Channel 4 through Coors’ ‘Comedy on 4’ sponsorship.
The campaign also takes in out-of-home, cinema, video-on-demand, digital, social media and influencer activities.
Point-of-sale materials include digital front-of-store activations, aisle fins, shelf frames and free-standing display units.
As part of the campaign, consumers will be able scan QR codes on promotional packs throughout the summer for a chance to win an exclusive mountain experience with VIP tickets to Snowbombing festival in Austria, or one of 1,000 Bluetooth speakers. The promotion is supported by new out-of-home advertising.
Abigail Spencer, Coors Marketing Controller at Molson Coors, said: “The campaign is not just about cold beer, it’s an attitude – with fresh thinking and behaviour focused 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.”
