Coors Light Thinks "America Could Use a Beer"
Ellen Smith — April 29, 2020 — Marketing
References: promorules & chicagobusiness
During these uncertain and anxiety-inducing times caused by the COVID-19 pandemic, a little bit of humour can go a long way, prompting Coors Light's latest promotion, 'America could use a beer.'
In the 50-second ad spot, the iconic beer brand walks the viewer through the history of "suckiness," including the Second World War, the Great Depression, and today's current climate. The narrator states that during those hard times, beer was a uniting force that encouraged people to keep pressing on. In light of this, the beer brand announced that sometimes we just need a beer, prompting viewers to take to Twitter to nominate someone who deserves a six pack. Using the hashtag for visibility, Coors Light will buy selected participants a much-needed six pack.
Image Credit: Coors Light
In the 50-second ad spot, the iconic beer brand walks the viewer through the history of "suckiness," including the Second World War, the Great Depression, and today's current climate. The narrator states that during those hard times, beer was a uniting force that encouraged people to keep pressing on. In light of this, the beer brand announced that sometimes we just need a beer, prompting viewers to take to Twitter to nominate someone who deserves a six pack. Using the hashtag for visibility, Coors Light will buy selected participants a much-needed six pack.
Image Credit: Coors Light
Trend Themes
1. Humorous Beer-buying Promotions - Disruptive innovation opportunity: Leveraging humor in promotional campaigns to engage customers and create a positive brand experience.
2. Uniting Force of Beer - Disruptive innovation opportunity: Using beer as a tool to bring people together during challenging times and foster a sense of community.
3. Social Media-driven Promotions - Disruptive innovation opportunity: Harnessing the power of social media platforms to create interactive and engaging promotions that generate user participation and brand visibility.
Industry Implications
1. Alcoholic Beverages - Disruptive innovation opportunity: Exploring creative marketing strategies and promotions within the alcoholic beverage industry to attract new customers and drive sales.
2. Advertising and Marketing - Disruptive innovation opportunity: Innovating in the advertising and marketing industry by incorporating humor and storytelling in campaigns to capture audience attention and increase brand affinity.
3. Social Media Platforms - Disruptive innovation opportunity: Developing new features and tools on social media platforms to facilitate interactive promotions and enhance user engagement.
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