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Coors Light is doing some venting. It’s launched a new campaign promoting its new Vented Cold Case as part of its “ongoing quest for cold.”
The new packaging features slits in the case that let cold refrigerator air in to better cool down the beer bottles within. The Cold Case is being promoted by a TV spot, developed by Draftfcb in Toronto, in which a gent effectively illustrates the new packaging capability to his friend by demonstrating similar venting principles on his shirt. A time-lapse release of outtakes from the commercial has also been exclusively placed on Facebook and YouTube for July and August.
“Early consumer testing helped us understand that this innovation links really well to Coors Light’s commitment to deliver Rocky Mountain Cold Refreshment,” says Troy McCann, assistant brand manager, Coors Light. “We also found that our beer drinkers responded really well to the humorous ‘surprise factor’ for the TV idea, leading us to explore more entertaining and funny scenarios – ultimately, our web videos.”
The campaign is also being supported with interactive and standard ad units on the web and via mobile.
“This is a content-driven campaign that will help us deliver news on Coors Light throughout the summer months when our drinkers crave cold beer,” says McCann.
MEC Canada handled media while mobile was managed by Olson Mobile.
Credits:
advertiser: Coors Light
agency: Draft FCB
media: MEC Canada
mobile: Olson Mobile
