Coors Brewers is launching a £3m integrated campaign for its Coors Light beer brand. It aims to appeal to 20-something male and female consumers by showing the brand’s “infectious party spirit”.
The ad, which has been created by The Leith Agency, is set in the Rocky mountains and features two loveable “geeky” guys and a female friend busting into an infectious, comedy song.
The campaign, which breaks on May 23, will run across TV, cinema, online and mobile over the next three months. It also includes a website featuring a “Coors Light Loves” blog and a partnership with MySpace will allow the characters in the ad to talk to consumers.
It is the second time the brand has launched a TV ad since it launched in the UK last year.
Steve Mitchell senior brand manager for Coors Light, says it will capture the brand’s “infectious party spirit and brings the personality of Coors Light to life through the stars of the ad”.