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drinks news
Coors kicks off Fine Light campaign
Liquid assets , drinks news, night online, COMMENTS
Coors Brewers this week unveils its new television advertising campaign that sees the ice-cold, light tasting Coors Light beer return home – to Colorado’s Rocky Mountains – in time for the British Summer.
“Hear Me Now!” kicks off on Friday 30th May and will air for eight weeks, supported by a £3 million integrated marketing campaign. In addition the ad will be showcased for three months across a raft of other media channels, including cinema, online and mobile platforms.
Set in the invigorating, ice-cold surroundings of the Rocky Mountains, ‘Hear Me Now!’ features two loveable ‘geeky’ guys and their female friend. Captivated by the light taste of Coors Light they burst into infectious, comedic song.
Steve Mitchell, Senior Brand Manager for Coors Light said: “Coors Light is brewed to taste light and refreshing, and won’t fill you up, leaving you feeling free to do more – a taste that appeals to young active socialisers. “Hear Me Now!” captures the brand’s infectious party spirit and brings the personality of Coors Light to life through the stars of the ad.”
Created by the Leith Agency, “Hear Me Now!” is the second Coors Light television advert to air since the brand launched in 2007, supporting its ongoing growth in the UK market. The ad campaign is designed to appeal to both male and female drinkers – who are turning on to Coors Light for its lighter, refreshing taste.
To reach the Coors Light 20-something target audience; digital is a key element of the new marketing push. Along with a Flash dominated website (www.coorslight.co.uk) featuring a “Coors Light Loves” blog to create an open dialogue with consumers, the brand has developed a partnership with MySpace. This provides the ad stars with a platform to talk to their fans, along with outtakes from the commercial and links to the Coors Light site.
PR support will bolster the ad campaign and drive traffic and engagement online. Exclusive Coors Light promotions will also be running throughout the Summer at leading retailers including Asda, Sainsbury’s, Morrisons and the Co-op.
From: NIGHT Online
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