Overworked parents who are being thrown into the thick of a wide range of new experiences raising children are the target demo for the latest campaign from Coors Light in Canada.

The new “Cheers to Parenthood” campaign is designed to empathize with parents who might be feeling overwhelmed, offering its product as a way for them to keep cool. The creative work is designed to encourage parents to make time to chill during their hectic day-to-day schedule raising kids.

Coors Light’s new creative features parents in relatable moments like coaching soccer practice or hosting a birthday party. The campaign’s intent was to capture the feeling after busy periods of parenting, in the moment, right before parents get to relax. 

The new creative was inspired by everyday moments that parents can relate to, Molson Coors vice president of marketing Leslie Malcolm says. The goal was to understand parents where they’re at, and feature moments that resonate as authentic and relatable for parents.

“Particularly as March Break was looming on us, we had a lot of fun thinking about moments parents have to go through every single day, and we wanted to show parents that we see them and that we celebrate them, and that we recognize all parents are in need of a little bit more chill in everyday life,” Malcolm tells strategy.

Rethink developed the campaign, which has been rolled out through strategic print and OOH placements, and is being supported by an organic social contest for a prepaid gift card. Wavemaker developed the campaign’s media strategy, while Citizen Relations handled PR and Volt is overseeing the contest.

The campaign represents a first for the brand in trying to reach millennials who are in a new stage of parenthood. Rethink group creative director Caroline Friesen says that in taking on the new campaign it understood that this generation that had, for years, been a target demo for Coors Light was now in a new, difficult and uncertain phase of their lives as parents.

“We know the role that it plays in delivering refreshment for that target demo. So the way for us to get to that group was to see them where they’re at, which is in the thick of parenting,” Friesen says.

Friesen adds that the agency saw the print campaign – with the expressions on the parents’ faces in the still images – is more shareable than a video, which is why they chose the medium.