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Top 6: February 12th 2020
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Coors Light: Fresh ClimbTop 6: February 12th 2020
Coors Light, the iconic, Molson Coors-owned beer, this weekend launches via Havas, London, a major new brand campaign and positioning in the UK: Keep It Fresh. Taking inspiration from the brand's Rocky Mountain heritage and its longstanding strapline 'The World's Most Refreshing Beer', it champions freshness as an attitude and celebrates fresh perspectives. The campaign centres around an epic, 60” TV spot set on the semi-mythical Coors Mountain, which launches tomorrow (Saturday 1 February). Against a stunning, snow-covered vista, one man limbers up as he prepares to ascend. But rather than being kitted out in gloves, snow shoes or even a coat – as would be expected – he dons merely a swimming cap, goggles and a tight pair of trunks, as though about to go for a swim. And then he dives in. Soundtracked by energetic garage track ‘Fresh’ by FooR, Majestic and Dread MC, his ascent up the mountain sees him front crawl past hikers, slalom round skiers, leap like a salmon over a crevice and, as he approaches the summit, indulge in a spot of backstroke to admire the view. Finally, upon reaching a stunning vista bar at the mountain’s peak, he submerges under the snow once again, emerging at the bar and towelling himself down as the barman pours him a well-earned pint of Coors Light. It ends with the line ‘Whatever you do, keep it fresh’.
Client: Jim Shearer – Marketing and Consumer Excellence Director, Molson Coors; Sophie Jamieson – Marketing Controller American Beers, Molson Coors |
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