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.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the downside of focusing on ROI to Tesco’s assertion that marketing is “mission critical”, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
As we come out of lockdown, solid foundations and a clear brand strategy are vital to guide short-term tactics and ensure long-term shareholder value, former group marketing director at Royal Mail.
Michelle McEttrick is leaving the supermarket after six years having played a “key role” in the turnaround of the Tesco brand.
Marketers are feeling optimistic about employment prospects as the UK’s lockdown restrictions ease, following a year marred by redundancies and furlough.