WWTT? Coors Light’s New Campaign Calls It Like It Is — Times Are ‘Sucky’

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 a bit tired. Enter Coors Light’s new campaign, “#CouldUseABeer.”

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.

30 New Ways to Say Unprecedented
Credit: Hero’s Journey Content

WWTT? Ad Council and Partners Remind You to #StayHome and Save Lives

It’s another week spent working from home, practicing social distancing, and doing what we can to flatten the curve of the coronavirus pandemic. And to help spread the word, the Ad Council has teamed up with a bevy of partners to show people why they need to #StayHome in order to save lives.

It’s another week spent working from home for many of us here in the States, practicing social distancing, and doing what we can to flatten the curve of the coronavirus pandemic, as directed by guidelines from the CDC and WHO. During an interview with TODAY’s co-anchor Savannah Guthrie, Dr. Anthony Fauci weighed in:

“The real data are telling us that it is highly likely that we’re having a definite positive effect by this mitigation, things that we’re doing — this physical separation … But having said that, we better be careful that we don’t say, ‘OK, we’re doing so well we can pull back.’ We still have to put our foot on the accelerator when it comes to the mitigation and the physical separation.”

Dr. Fauci’s message is important, and comes one day after the announcement of a major initiative from the Ad Council. Known for its long history of creating public service communications in times of national crisis, the Ad Council in partnership with Google, ANA, and other leading advertising, media, and marketing associations came together to bring forth the “#StayHome. Save Lives.” movement.

#StayHome builds on the #AloneTogether PSA platform previously created by ViacomCBS, and both efforts support the importance of social distancing during the pandemic.

Google created “roof” iconography that can be added to brands’ logos, and there are myriad creative assets available in broadcast and digital video, social media, radio, print, and out of home (OOH) formats. All assets drive audiences to www.coronavirus.gov, a centralized resource from Health and Human Services (HHS) and the CDC that provides up-to-date information about COVID-19.The creative toolkit is full of #AloneTogether assets, which the #StayHome movement further amplifies. There are multiple asset options per channel, and honestly makes it beyond simple to jump in, spread the word, and do your part. I was really impressed by the variety of assets, as well as the additional social copy, overview documents, and more. Seriously. It’s so easy.

#StayHome #AloneTogether print marketing to combat COVID-19
Courtesy of The Ad Council

Of course, there are also some Dos and Don’ts that marketers need to commit to if they’re going to take part. From the #StayHome overview document:

DO integrate the “#StayHome. Save Lives.” message and iconography across your communication touchpoints, beginning Wednesday April 8.

DO share and support the existing #AloneTogether PSA assets in conjunction with the #StayHome hashtag and message.

DON’T use the #StayHome messaging and materials in conjunction with any commercial marketing messages, or you risk appearing opportunistic.

DON’T just post once on April 8 and stop. We hope you’ll join us in amplifying the #StayHome message that day, then continue to reinforce this important messaging in the weeks ahead.

The following is just a smattering of the 30-plus brands, agencies, and media companies made commitments to begin using the #StayHome creative assets on April 8:

  • Ally Financial
  • AMC Networks
  • Google/YouTube
  • Habitat for Humanity
  • IBM
  • OKCupid
  • Oreo
  • Postmates
  • Reddit
  • Roku
  • Twitter
  • ViacomCBS

The following trade association partners and groups also have encouraged all their members to join the #StayHome movement:

  • American Advertising Federation (AAF)
  • Alliance for Inclusive and Multicultural Marketing (AIMM)
  • American Association of Advertising Agencies (4As)
  • Association of National Advertisers (ANA)
  • Digital Content Next
  • International Advertising Association (IAA)
  • Interactive Advertising Bureau (IAB)
  • Mobile Marketing Association (MMA)
  • News Media Alliance
  • Outdoor Advertising Association of America (OAAA)
  • PTTOW!
  • Radio Advertising Bureau (RAB)
  • Television Bureau of Advertising (TVB)
  • Video Advertising Bureau (VAB)

Commenting upon the effort, ANA CEO Bob Liodice stated:

“There is no more important message that we can deliver but to #StayHome. Save Lives. I urge all ANA members to join this effort and drive home this point to their staffs, to their consumers, to customers and, especially, to Millennials. Everyone needs to do their part to fight the spread of COVID-19 by staying at home. We’re holding hands with the Ad Council, Google and all of our sister trade associations to make a difference in our nation’s fight against this pandemic.”

Millennials have been called upon multiple times to focus on social distancing … but as many tired Millennials have pointed out in knee jerk-fashion, we’re a bit too old for Spring Break, and most of us haven’t been in the partying mood (then the finger points to Gen Z). But, as Dr. Deborah Birx explained, the Millennial generation (born 1981-1996) is good at sharing information widely, and that’s why we’re the generation to lead the cause.

Either way, this is a global pandemic that goes beyond the generational divide when it comes to sharing important info, in my opinion. We are all in this, and we all need to do our part, and I think this effort by the Ad Council and their partners is a good step forward, pairing the #StayHome movement with #AloneTogether.

Because we can do this. We have to do this. And we can do it together … while staying apart.