With steady growth in on- and off-trade positioning Coors Light as the Number four-selling lager here, the ad signals brand confidence in this market. Irish creative agency Chemistry developed the ad for Coors Light distributor Heineken Ireland.
A three-month heavyweight TV and digital campaign launched in mid-July airs on terrestrial and digital channels supported by an online campaign on entertainment, sport and news sites such as BBC Sport, Ticketmaster, MSN and Entertainment.ie through displays and mobile. The ad also features as 30-second pre-rolls on Video on Demand sites such as 4OD, RTE Player, TV3 Player and on train platform sites across Ireland.
Coors Light Marketing Manager John O’Callaghan, said, “‘The Mix Up’ is a humorous take on a very ordinary situation which a lot of Coors Light fans can relate to. The ad is a fun insight into how a spontaneous attitude to a slight inconvenience in a bar can create a memory which will make everyone smile for a long time after”.
Following in a similar vein to the successful ads ‘Moving’ and ‘Race’ the new ad is set high in the Rocky Mountains and builds on the theme of sociable fun for Coors Light.