Coors is celebrating fresh perspectives with its latest multi-million-pound integrated ‘Keep it Fresh’ campaign, developed by creative agency Havas London.
The Molson Coors-owned brand’s multi-channel campaign will run across out-of-home (OOH), digital, video-on-demand and TV, taking inspiration from the beer brand‘s Mountain Cold Refreshment and Rocky Mountains heritage.
The campaign features a group of friends on the top of the fictional Coors Mountain, embracing out-of-the-box type thinking when the main character orders a ‘fresh new ride’ for them – a pack of bears.
Directed by Diarmid at BAFTA-nominated Untold Studios, the humorous campaign also highlights Coor’s unique on-pack thermochromic ink – which sees the mountain on all bottles and cans turn blue when Coors is ‘mountain cold’ and ready to drink.
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The ad will also be supported by a series of idents for the beer brand’s high-profile ‘Comedy on 4’ sponsorship with Channel 4, as well social media activity – including a video from Red Havas.
“‘Keep It Fresh’ is not just about cold beer, it’s an attitude – with fresh thinking and behaviour about doing things differently” explained marketing controller, Abigail Spencer.
“Building on the success of Coors’ previous ‘Keep It Fresh’ campaign, this leans into the joy of sociability and togetherness in this post-pandemic world, and represents a significant investment into the premium beer category.”
