Coors Seltzer is making sport of millennial stereotypes with its latest less-is-more CSR initiative.
The Molson Coors-owned RTD brand is expanding on its water restoration efforts in partnership with the Change the Course initiative by launching “Call to Inaction,” a pledge for Canadians to take a series of “inactions” in the name of water conservation.
Starting this month, Canadians can visit the Call to Inaction website, which highlights how people can decrease their water use by doing less, which does more for the planet in the process.
Leslie Malcolm, Molson Coors’ VP of strategy, says the brand wants to be “disruptive and playful” as it goes after the millennial cohort, which Malcolm says is a big focus, as the demo is very engaged with Coors Seltzer.
“The RTD category is made up of a ton of great players,” Malcolm says. “Coors Seltzer is the number four hard seltzer brand in Canada, and really a part of our differentiating factor is that we have always targeted millennials at the heart of the brand.”
A generational stereotype commonly applied to millennials is that they’re entitled and laid back, but Deloitte research has shown that 73% of millennials are doing more for the environment and showing up for the planet through actions they are actively not taking including not driving, not buying fast fashion and not eating meat.
The “Call to Inaction” is about communicating less is more and demonstrating that making a positive impact “doesn’t necessarily mean a big lift,” Malcolm stresses. Examples could be reducing a daily shower by a couple minutes, mixing laundry to skip loads, and avoiding washing the car or lawn.
Coors Seltzer’s CSR mission is to help restore 8.4 billion litres of Canada’s waters by 2030, and the Coors brand has had longstanding links to water conservation programs globally.
The campaign will be supported by a 30-second OLV, a print ad running in The Globe and Mail and National Post newspapers, OOH, and social.
The campaign’s strategy, creative, production and PR is by Citizen Relations, paid media is Wavemaker, and social is by Volt.
