Coors Brewing International launches its first TV advertising for Coors Light this week. Developed by Banks Hoggins O’Shea FCB, the ad features a snow lodge party in the Colorado Rockies. As the party gets wilder, the crowded lodge crashes off its foundations into the snow and begins to slide down the mountain, dodging snowmen, pensioners and even slowing for speed-watching cops. The ad is set to the music of dance circuit regulars Freddy Fresh and Fat Boy Slim and aims to pitch Coors Light as an alcoholic but energetic beer that keeps you going and going. It carries the tagline: ‘Keeps the Lights On.’ Media was bought by BJK&E.
Although the concept of ‘brand love’ was overused and went out of fashion, it remains an insightful way to consider consumers’ attitudes towards brands.
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ISBA says the appointment comes at an important time for the trade body, as the industry faces new regulations, inflation, and the ongoing impact of Brexit.