Most marketers have seen, and used, every available euphemism for COVID-19 in marketing messages. “Pandemic,” “crisis,” “uncertain times,” and “the new normal” are all accurate, but it’s beginning to sound the same and a bit tired. Enter Coors Light’s new campaign, “#CouldUseABeer” and the fact that the brewer is calling these times like they really are: sucky.
As part of the ongoing “Made to Chill” program, Coors Light is giving away up to $1 million worth of beer via the new social media initiative. Legal-age drinkers can tweet at a friend, who can then receive a rebate equivalent to the price of a six-pack of Coors Light (in states where legal; Coors Light provides all promo rules here).
What went from a 93-year-old grandma becoming an Internet sensation when a photo of her holding a Coors Light and a dry erase board reading “I Need More Beer!” turned into the brewery answering her plea for a cold one. And then, from that point, further inspired Coors Light’s new campaign, “#CouldUseABeer.”
Sure, this campaign isn’t necessarily changing lives drastically … it’s not providing PPE for healthcare workers, but it’s staying true to Coors Light and the brewer’s product.
Chris Steele, marketing director for Coors Light, commented:
“A lot of times, when you see someone working hard, doing something really good, you want to recognize them and you take them out for a beer. That’s not really possible right now, but we want to help people get that brief moment of pause and enjoyment that Coors Light provides.”
Coors Light’s new campaign features 15- and 45-second ads narrated by Paul Giamatti who reminds us that Americans have dealt with really had times before, and during those times, beer kinda helped.
The marketing is relevant, and in my opinion, the message is spot on. These times DO SUCK. They’re hard and they’re scary, and the only thing we can do is take care ourselves and our loved ones, and make it through to the other side. And if responsibly enjoying a cold beer helps, I say go for it.
Because I’d rather see an ad from Coors Light — a beer I don’t drink — being unapologetically themselves than to have to sit through some somber ad telling me for the umpteenth time that some brand is “there for me.”
Better yet, if you want to talk about a brand offering value to its audience, Coors Light also has shared recipes for beer-battered waffles and beer bread for home chefs to try out. And on a philanthropic note, the brewer hosted a pre-NFL football draft happy hour with pro football MVP Patrick Mahomes and college football analyst Kirk Herbstreit on April 22. As a thank you for their participation, Coors Light made donations to the charities of choice for both men.
I think it’s amazing when brands step up and show how they can affect positive change during a catastrophic event such as this. But I also think it’s pretty great when a brand finds ways to just be there for their audiences, bring some joy and fun, and stay relevant.
What do you think marketers? Drop me a line in the comments below, and in the meantime, check out this really handy infographic from our friends at Hero’s Journey Content about how you can be a bit more creative when talking about these “sucky” times.