Coors Light

New Coors Light ad starts on the mountain, but goes adventuring with millennials

Leo Burnett wants younger beer drinkers back with Coors Light

Coors Light has a new spokesman for a new strategic direction: a mountain man wearing a talking bearskin, who believes saying yes to adventure (and drinking Coors Light, presumably) always leads to better stories than saying no.

In a new ad for the Molson Coors-owned brand, created by Leo Burnett, the bearded spokesman starts on a mountain top – to keep the work “rooted in the brand’s DNA,” according to group creative director Steve Persico) – but takes viewers through different scenarios that may occur during or after a night out. It could include “going to bed not in your bed,” “pantlessness” and “winning donkeys named Richard” (or Pedro in the French version) Revelers are urged to “say yes to adventure.”


According to Persico and his partner and co-CD Anthony Chelvanathan, the ad represents a change in the communications focus for the brand.

“Coors wanted us to bring back the wit and humour that the brand once had before it became obsessed with the cold,” Chelvanathan said. “So we started playing with the idea of carpe diem, and the idea of adventure. We wanted it to be funny but not too juvenile.”

Related
Leo Burnett wins Coors Light account in Canada

The brand is hoping to entice millennials and the lower Gen Y age group back to the product because “there are more beers out there than ever before. People have been trending towards wine and micro brews,” Chelvanathan said.

The current 60-second spot will live online, while 30-second commercials will run on TV till until the end of summer. Mountain man will also make an appearance on social media and other touch points over the coming season too, the agency said.

Brands Articles

Rogers Radio partners with Shazam on content play

Booster Juice signs on as the inaugural sponsors of The Shazam @ 7 Countdown

Canada Goose’s leader speaks on brand authenticity and growth

As firm opens new stores, CEO Dani Reiss says it's a company for all seasons

How Neal Brothers used colour blocking to freshen things up

Whole Foods said traditional packaging wouldn't resonate with shoppers

The unwritten rules of athletic endorsement deals (Column)

A recent cover shoot with Michael Phelps serves as a warning for brands

Walmart hints at the CEO-as-ad-star possibilities for brands

Doug McMillon is a pitchman with a proven sense of social media savvy

Canada Post puts B2B GM into influencer marketing role

Jennifer Campbell to focus on advocacy, education and 'inspiration'

Cineplex asks: Will lightning hit world’s biggest popcorn bag?

Promotion in Windsor builds on #WeatherOrNot campaign

3D printed origami birds burst out of Kubo shelter ad

Isobar, Astral drive bus passengers' attention to eOne movie poster

On The Move: Hires at Twitter Canada, Initiative, The Idea Suite

A weekly update of who's headed where in Canadian marketing and communications