Coors Light's 'Made to Chill' Ad Encourages Viewers to Unplug
Grace Mahas — August 5, 2019 — Marketing
References: coorslight & thedrum
Coors Light recently launched its new 'Made To Chill' campaign that targets Millennials' desire to relax, unwind, and unplug. According to The Drum, the brand is focusing on younger generations who are "actively seeking ways to turn off for a moment, and Coors Light is positioning itself as that moment" which is evident in the "chill-based" humor prominent in the campaign.
The multi-media campaign includes three "real-life" commercials depicting young people enjoying a beer. The first commercial, titled 'Bra,' shows a young woman getting home from work, taking off her bra, and relaxing with a beer on the couch. The second video, appropriately called 'Shower,' shows a man enjoying a shower and a beer simultaneously. The last commercial, named 'Sábado por la Mañana,' shows roommates cooking breakfast, closing the blinds, and enjoying a cold brew early in the day while watching soccer.
The multi-media campaign includes three "real-life" commercials depicting young people enjoying a beer. The first commercial, titled 'Bra,' shows a young woman getting home from work, taking off her bra, and relaxing with a beer on the couch. The second video, appropriately called 'Shower,' shows a man enjoying a shower and a beer simultaneously. The last commercial, named 'Sábado por la Mañana,' shows roommates cooking breakfast, closing the blinds, and enjoying a cold brew early in the day while watching soccer.
Trend Themes
1. Relaxation-focused Marketing - Brands targeting millennials are focusing on relaxation-themed marketing to appeal to their desire to unwind and unplug.
2. Humorous Advertisements - Brands are incorporating humor into their marketing campaigns targeting millennials.
3. Authentic Real-life Depictions - Marketing campaigns targeting millennials are incorporating authentic depictions of real-life scenarios.
Industry Implications
1. Alcoholic Beverages - Alcohol brands are leveraging relaxation-focused marketing to target millennials and boost sales.
2. Advertising - Advertising agencies are incorporating humor into marketing campaigns targeted at millennials.
3. Media and Entertainment - Media and entertainment companies are incorporating authentic real-life depictions in their content to appeal to younger audiences.
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