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Coors: Keep It Fresh
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‘We do things differently on the mountain’. That’s the message at the heart of Coors’ new UK advertising campaign. The multi-channel, multi-million-pound campaign marks the next iteration of the Molson Coors-owned brand’s ‘Keep It Fresh’ campaign in the UK – which takes inspiration from the beers Mountain Cold Refreshment and Rocky Mountains heritage, to champion freshness as an attitude and celebrate fresh perspectives. Devised by creative agency Havas London, the campaign revolves around a fantastical new TV ad set on top of fictional Coors Mountain. Directed by DIARMID at Untold Studios, the ad features a group of friends on their way to a party when the main character orders a fresh ride for them - a pack of bears. Alongside fresh attitudes and sociability, the ad highlights Coors’ unique on-pack thermochromic ink, which sees the mountains on all bottles and cans turn blue when Coors is mountain cold and ready to drink. The TV ad also plays out in a series of humorous idents for Coors’ high-profile ‘Comedy on 4’ sponsorship with Channel 4. The campaign spans TV, video on demand, cinema, out-of-home, digital and social executions, plus an influencer campaign from Red Havas. Media planning and buying is through Carat. The BAFTA, EMMY and GRAMMY-nominated Untold Studios is behind both the production and VFX across the campaign. Untold is renowned, in particular, for its excellence in creating CGI animals – an approach rarely seen in beer advertising. The campaign was devised by Rob Greaves, Sam Daly, Frank Ginger and Shay Reading at Havas London. To coincide with the campaign launch, Coors will feature a nationwide on-pack promotion, giving customers the chance to win their own mountain experience with VIP tickets to Snowbombing, the original mountain music festival, or 1 of 1000 Bluetooth speakers.
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