Molson Coors hopes to attract more millennial beer drinkers who have a taste for the stylish and wild with the launch of the new Coors Altitude, a 6.4% ABV strong lager that is being debuted in the Canadian market.
The launch campaign for Altitude begins today, with an interactive video for Toronto indie band Young Empire’s song “So Cruel.” As it plays, viewers can navigate lead singer Matt Vlahovich to the roof of a sleek, black-and-white building where he is reunited with his bandmates at a big outdoor party (the full experience is on the dedicated site, but you can see the non-interactive version below).
The video will also be cut into 15-second versions that will run as pre-roll online, with transit takeovers in key communities, activations in over 100 bars across Canada and a social media push based around influencers in the music space, all on the way. Creative on the launch was handled by Rethink with production by Tendril Design + Animation, with media buying by MEC and public relations and outreach to influencers handled by Harbinger.
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The party atmosphere is one idea the brand is hoping to communicate in the campaign, among others, according to Kaetlyn Graham, assistant marketing manager for Coors Altitude. The idea behind Altitude is it represents a “climb to the other side” of the trademark Coors mountain, and is also a way for millennials – be they interested in music, style or premium beer – to explore their alter-egos that come out through an adventurous, wild night.
Graham says both the premium and high alcohol content beer segments have seen growth over the last two years, and the company saw an opportunity to not only bring more millennials into the Coors brand, but round out the portfolio in Canada, which also includes Coors Banquet and Coors Light.
“Our millennial target over-indexes on the high energy party occasion and within that occasion, spirits are delivering on their needs,” she says. “Coors Altitude was created for the party occasion as an alternative to spirits, and to take part in that growing segment.”
Graham could not disclose the budget behind Altitude’s marketing, but did say it is a priority in the year ahead and will focus on creating awareness for the new brand and driving trial.
