Jack Morton Worldwide | Agency Profile, Contacts, AOR, Client Relationships

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Male Millennial, Gen-X Opps: Coors Light releases mosquito thirst traps

In its latest effort to position itself as here), so now, customers can use CL's new product to catch mosquitos in a beer can. As you can tell by the video above, promotional activity has also launched; sellers should contact soon to secure last-minute ad dollars.

So far this year, iSpot reports CL has spent approximately $25.4m on national TV commercials, up 17% from the approximately $21.7m spent by this point last year. The beer brand ended up spending approximately $39.5m on this channel last year, up 28% from the approximately $30.8m it spent in 2020. CL's 2022 commercials have targeted male sports enthusiasts watching shows such as NBA Basketball, NFL Football, College Basketball, SportsCenter and Chicago Fire.

According to Pathmatics, the brand has allocated roughly $27.4m toward digital ads YTD, a 25% decrease from the roughly $36.7m allocated within the same 2021 timeframe. CL's estimated full-year 2021 spend almost doubled to $59.9m from that of $27.2m in 2020. Since the beginning of 2022, the brand has earned around 2.8b digital impressions via Facebook (50%), desktop video/YouTube (31%), Instagram (17%), desktop display (1%) and mobile display (1%) ads.

CL tends to target Gen-Z and millennial men, but since TV spend is rising and digital spend is declining, it's fair to conclude the brand is primarily targeting millennial and Gen-X men right now. Per Kantar data, CL also invests in print (newspapers), OOH and local broadcast.

Agency & martech readers - CL's parent company, here.