Coors Light Summer
“This is How We Chill”
There’s no better time than summer to kick back and reclaim some much-needed chill—especially coming out of a global pandemic. So what better way to chill than with a perfectly chilled Coors Light? Lagered, filtered and packaged cold, Coors Light has long touted itself as “Mountain Cold Refreshment” that’s “Made to Chill.” Whatever you’re up to and whoever you’re with, Coors Light is the beer that’s all about hitting pause and choosing to chill. So how could we bring that to life in a fresh, new way for Summer 2021?
Insight
Across the US, depending on where you live and what’s available near you, everyone chills just a little differently.
Idea
Why not show how “Chill” comes to life with Coors Light across the country—and reward folks for chilling with us? This led to the birth of our program…
Chill Bounce
Chill Slide
Chill’s Up
Once your “Moment of Chill” wrapped up, Coors Light lovers were entered to win all sorts of summer gear connected to their region and retailer where they had purchased Coors Light. However, there was one prize that rose above the rest:
The Key Visuals
We created versions for national, regional and Spanish-speaking markets.
Off-Premise Tools
The program came to life both in-store and at bars nationwide.
On-Premise Tools
Would rather drink Coors Light at the bar? We went there too, with coasters, branded Ball cups and an interactive table tent that let you spin a wheel to place different chill scenarios such as “Lake” or “Pool” within the Chill Shades.
