A refreshing campaign for Coors Light Iced T
April 23, 2012 | Kristin Laird | Comments
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.”
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.