Coors Light, the No. 1 light beer in Canada, is targeting a younger demographic than in the past with a new campaign from FCB Toronto.
The new advertising also introduces the tag line, ‘This is Our Beer,’ replacing last year’s, ‘You can’t fake smooth.’
‘We were trying to broaden the appeal of the brand,’ says Chris Duffy, fcb account director. ‘We know a lot of people drink Coors Light a whole range of people but the creative we had run in the past had skewed a little older.’
He says the intention of the new creative is to capture the imagination of ‘active, outgoing people’ who are a little more sports-minded.
The television portion of the campaign is national while radio and print, which launch later this month, run in Ontario only.
The four, fast-paced 30-sec. television spots focus on an active, outdoor lifestyle.
Friends are shown enjoying camping, golfing and cycling set to a driving beat created by Toronto-based music production house Tantrum.
David Cameron, who has directed several Eric Clapton music videos, directed the commercials.
The team behind the work at fcb is Vince Tassone, art director and Brad Monk, copywriter.
