Coors Light: Made to Chill

Coors Light, an American beer brand, launched a sophisticated advertising campaign to reverse sales declines and increase cultural credibility amongst a younger generation of consumers.

Campaign details

Brand: Coors LightBrand owner: Molson Coors GroupEntrant company: Leo Burnett ChicagoIdea creation: Leo Burnett Chicago, ChicagoMarket: United StatesSector: Beer & ciderMedia channels: Cinema, Online video, Print - general, unspecified, Radio & audio, Social media, Sponsorship - sports, Television, Video on demandBudget: Over 20 million

Executive summary

Light beer has reigned supreme in the U.S. for decades but recently has faced serious headwinds. Young drinkers were defecting to spirits, wine and newly legalized cannabis. Coors Light, first introduced in 1978, had no new news...

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