For all its cheer, the holiday season can also bring with it the stress of gift-giving. According to a recent survey conducted by Coors Light, 84% of Canadians think finding the perfect gift is difficult. And maybe that’s for good reason, since nearly 80% have been disappointed by a gift before.
Based on that insight, Coors Light is launching Beer Bows – a gift bow with a scannable QR code – where Canadians can redeem a $50 gift card to The Keg as an option if the gift is a miss.
Michelle Sowinski, marketing director of Global Brands at Molson Coors, tells strategy the scannable QR code aims to relieve gift givers of one of the major stresses of the season.
“We wanted to tap into a real holiday stress that is widely understood,” Sowinski says. “For the last few years, Coors Light hasn’t played directly into the holiday season, but this year, we wanted to find a way to help consumers make the chill choice during a traditionally hectic season. Through Beer Bows, we’re bringing some much needed chill not only to those who are stressed about giving the perfect gift, but to those who may be filled with the dread of not knowing how to react when they receive a disappointing gift.”
Another unique aspect about Beer Bows is that Coors Light is activating North American-wide,” Sowinski points out. Beer Bows will be making their debut in the U.S. this week with a multi-day sweepstakes approach.
To help launch Beer Bows – which are available for purchase for a limited time at CoorsLight.com/BeerBows for $5, agency partner Rethink and Coors Light developed a social video that’s inspired by the gauzy, vintage look of well-loved 80s holiday classics. The social video features bad gifts – like an avocado, a stapler and a bowling ball – all topped with a Coors Light Beer Bow – which looks like a sliced-up can of Coors Light twisted into a ribbon.
Standing out during the busiest consumer occasion of the year is certainly a challenge, Sowinski says, but this campaign is the “perfect alignment to the Coors Light brand ethos, coupled with a refreshing dash of humor and tangible de-stressing experience they will offer to fans lucky enough to snag one,” she says. “The brand is typically associated with key summer moments. Through Beer Bows, we wanted to encourage consumers to make the chill choice all year round, especially during the notoriously stressful holiday season.”
The campaign includes assets across organic and paid social on Meta. Beer Bows were developed in collaboration with creative agency Rethink, and media placements were managed by Publicis Media.
