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Male Opps Update: Coors Light positions itself as the unofficial beer of summer in latest campaign

Update: In a new summer campaign, Mischief, the work positions Coors Light as the choice beer for various summer activities such as cooling off when reaching into a store's fridge to grab a beer, grabbing front-row seats at ball games while hoping no one notices and relaxing in a kiddie pool. A TV spot launched on networks including ABC, CBS, FOX, NBC, BET, Bravo, ESPN, HGTV and TLC USA. Alongside this TV commercial, digital ads rolled out across platforms including ABC, Peacock and Hulu. The campaign also involves national OOH billboards and a QR code on each 12oz can that "unlocks experiences, prizes and more."

This campaign targets consumers from 21-34 years old, which shows that Coors Light is starting to target Gen-Z men along with its typical target of millennial and Gen-X men. Along with TV, digital and OOH, the brand currently utilizes paid social, print (though barely) and local broadcast. Read more about Coors Light's recent spend in the article below.

Agency & martech reader - Get in touch soon to see if Coors Light's parent company, here.

The article below was originally published on May 10:

adam&eve DDB and NORD DDB. The "Chillboards" help buildings cool down; Coors Light is also giving away 5k gallons of white paint to encourage people to paint their roofs white and minimize that summer heat. I expect Coors Light to make similar investments in the future, so keep the brand on your radar.

According to iSpot, Coors Light has spent approximately $20.2m on national TV commercials YTD, up 49% from the approximately $13.6m it spent within the same 2021 timeframe. The brand ended up spending approximately $39.5m on this channel last year, up 28% from the approximately $30.8m it spent in 2020. Coors Light's 2022 commercials have targeted male sports enthusiasts watching shows such as NFL Football, NBA Basketball, College Basketball, College Football and the 2022 NFL Draft.

So far this year, Pathmatics reports the beer brand has allocated roughly $13.4m toward digital ads, down 29% from the roughly $18.8m it had allocated by this point last year. In 2021, Coors Light's estimated full-year spend almost doubled to $59.9m from that of $27.2m in 2020. The brand has earned around 1.4b digital impressions YTD via Facebook (54%), YouTube (24%), Instagram (16%), desktop display (3%), mobile display (2%) and Twitter (1%) ads.

As you can tell, TV spend is rising while digital spend drops. Hopefully digital spend will pick back up soon, but for now, this may mean Coors Light is targeting millennials and Gen-X more than Gen-Z. Its target demographic does have a strong male skew. Per Kantar data, the brand also invests in OOH, print (but barely) and local broadcast.

Agency & martech readers - The brand's parent company, Publicis Media, along with aforementioned creative AOR DDB Chicago.