A refreshing campaign for Coors Light Iced T

DraftFCB crafts a sun-drenched spot for an increasingly competitive category

DraftFCB crafts a sun-drenched spot for an increasingly competitive category

Molson Coors Brewing Company launched a national television campaign over the weekend to promote its new Coors Light Iced T label.


The effort from Molson’s creative agency DraftFCB includes a 30-second television commercial that has been condensed into two different 15-second spots. MediaEdge handled the buy.

The ads take place on an urban rooftop where friends have gathered on a hot summer’s eve. “Feel So Close” by Scottish DJ/singer Calvin Harris plays throughout the spot, which ends with the line: “summer refreshed.”

Related
Video: Molson introduces Coors Light Iced T
Molson stamps commitment to responsible drinking

Darrell Hurst, vice-president and managing director of DraftFCB Canada, said in a release that the ads show potential customers “what Coors Light Iced T’s vibe is all about, and believe that a lot of people this summer will be enjoying it.”

To develop the Iced T product, Molson tasked Coors Light brewmaster Steve Stradiotto with “delivering a new taste on summer refreshment.” The new product is brewed the same way as Coors Light (both have 110 calories). The iced tea flavour comes from a blend of botanicals and natural lemon added during the filtration process.

Stradiotto and his team came up with 150 variations of the beer before turning it over to consumer testing.

The new brew isn’t the first time Molson has added a hint of flavour to a product line. Last year, the company introduced lemon and lime to its low calorie beer label and called it Molson Canadian 67 Sublime.

While flavoured beer has helped woo female consumers that might otherwise reach for a glass of wine or a cooler, Davidson insists Coors Light Iced T appeals to everyone.

Brands Articles

The quest to predict the way brand images get hijacked

Schulich is developing a tool to help marketers predict negative brand attention

20th Century Fox’s futurist looks at the bigger picture

Ted Schilowitz of Barco Escape discusses innovation coming to a theatre near you

When does culture and ethnicity matter in marketing?

Cultural identity is one of many factors that influence consumption

If you’re picking an ad agency, don’t look back

A good track record matters, but so does a plan for the future

Freshii selects OneMethod for digital and social work

This marks the fast-food franchise's first digital and social agency of record

IKEA outfits suites for Mount Sinai Hospital

Retailer transformed hospitality suites for women with high-risk pregnancies

Canadian Tire urges Canadians to step up in Olympic campaign

Rio effort includes three spots and extends the 'We All Play for Canada' platform

Puma Lab makes the leap into Canada via Foot Locker

Shop-within-shop concept will be tailored to local market's male consumers

How grocery stores are swaying shoppers

Candy and cake mixes are inching their way closer to front of store