America Could Use A Beer
Molson Coors Beverage Company
Issue 56 | September 2020
Agency
DDB Chicago
Creative Team
Chief Creative Officer, Global Ari Weiss Chief Creative Officer, North America Britt Nolan Executive Creative Director Colin Selikow Creative Directors Chris Walker, Alan Shen Associate Creative Director Dan LaVigne Copywriter Joey Johnson
Production Team
Chief Production Officer Diane Jackson SVP, Executive Producer Matt Blitz Executive Producer Keith Jamerson Executive Art Producer Suzanne Koller Senior Producer Susan Cartland Production Manager Jillian English Project Manager Jen Polan Multicultural Creative Agency Alma
Other Credits
VP, Strategy Director Matt Babazadeh Digital Director Mike Norgard SVP, Group Account Director Kiska Howell Account Director Jonathan King Client Chief Marketing Officer Michelle St. Jacques Marketing Director Chris Steele Senior Marketing Manager Liz Cramton Marketing Manager Emily McCullough Brand Public Relations Manager Rachel Dickens Associate Marketing Manager Stephanie Donelson Senior Media Manager Kelly Ellefson Associate Media Manager Stephanie Feran
Date
May 2020
Background
If history has taught the American people anything, it’s that they can get through anything. And even though beer can’t solve the big problems of history, it can sometimes help. It got the troops through the war of independence from Britain; beer was there in the Great Depression; perhaps beer could help inspire and cheer in the pandemic?
Idea
So, Coors Light gave America a muchneeded break. Advertising described the pandemic as “suck, suck, suckiness of historical proportions”, before inviting viewers to nominate a friend on social media. Coors would buy the nominees a six-pack.
In all, Coors pledged to refresh the nation with $1,000,000 worth of beer, because more than ever, America #CouldUseABeer.
Results
The campaign generated 1.1 billion media impressions. Forbes listed the campaign as a Top Eight advertisement during quarantine.
Our Thoughts
While other brands were talking about “unprecedented times” and vowing that “we’re in this together”, Coors came out and said what we were all thinking. “This sucks.” You bet. Actually, it sick-sock suckington sucks and for a brand to recognise how I’m feeling right now is heartening, especially since all sporting (and thus beer-drinking) events were cancelled. When Fox News posted the news on Instagram, it got nearly 40,000 likes. This is perfect brand communication for the times, empathetic and generous. The results may take some time to make themselves apparent on the bottom line, but they will, they will.