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

Weight Watchers wants to help with the hard parts

Post-Christmas campaign from Wieden + Kennedy moves away from celebrities

The CFL made a fan-created Grey Cup ad

The 60-second spot will air during the Grey Cup broadcast

How Sears is addressing the ‘elephant in the room’

And, why it's sticking to the middle sector as more retailers move upmarket

Kraft’s simple solution for building a coffee brand

Nabob campaign mocks modern coffee culture and celebrates the humble cup of joe

How Pabst Blue Ribbon earned its hipster cred

The blue-collar beer set its sights on a target as individual as the brand

Rotman School’s Bernardo Blum tackles big data disappointment

Data-Driven keynote says companies are using data for description, not solutions

Royal Roads University gives students a look into the future

School replaces traditional advertising with aggressive social and digital campaign