# Millennial-Targeted Beer Campaigns Coors Light's 'Made to Chill' Ad Encourages Viewers to Unplug By Grace Mahas | Published 2019-08-05 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/made-to-chill References: [thedrum](https://www.thedrum.com/creative-works/project/leo-burnett-coors-light-made-chill) & [coorslight](https://www.coorslight.ca/) [Coors Light](https://www.trendhunter.com/trends/cheers-to-parenthood) recently launched its new 'Made To Chill' campaign that targets Millennials' desire to relax, unwind, and unplug. According to The Drum, the brand is focusing on younger generations who are "actively seeking ways to turn off for a moment, and Coors Light is positioning itself as that moment" which is evident in the "[chill-based" humor](https://www.trendhunter.com/trends/heineken-meet-the-chillers) prominent in the campaign. The multi-media campaign includes three "real-life" commercials depicting young people enjoying a beer. The first commercial, titled 'Bra,' shows a young woman getting home from work, taking off her bra, and relaxing with a beer on the couch. The second video, appropriately called 'Shower,' shows a man enjoying a shower and a beer simultaneously. The last commercial, named 'Sábado por la Mañana,' shows roommates cooking breakfast, closing the blinds, and enjoying a cold brew early in the day while watching soccer. ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 48% | Activity: 91% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Relaxation-focused Marketing:** Brands targeting millennials are focusing on relaxation-themed marketing to appeal to their desire to unwind and unplug. - **Humorous Advertisements:** Brands are incorporating humor into their marketing campaigns targeting millennials. - **Authentic Real-life Depictions:** Marketing campaigns targeting millennials are incorporating authentic depictions of real-life scenarios. ### Where This Applies - **Alcoholic Beverages:** Alcohol brands are leveraging relaxation-focused marketing to target millennials and boost sales. - **Advertising:** Advertising agencies are incorporating humor into marketing campaigns targeted at millennials. - **Media and Entertainment:** Media and entertainment companies are incorporating authentic real-life depictions in their content to appeal to younger audiences. ## Related on Trend Hunter - [Parenthood Beer Campaigns](https://www.trendhunter.com/trends/cheers-to-parenthood.md) - [Beer-Branded Music Platforms](https://www.trendhunter.com/trends/chill-amplified.md) - [Beer Can Face Rollers](https://www.trendhunter.com/trends/chill-face-roller.md) - [Beer Brand Music Platforms](https://www.trendhunter.com/trends/coors-light-chill-on-shuffle.md) - [Gen Z Soda Campaigns](https://www.trendhunter.com/trends/enjoy-the-moment-with-a-cocacola.md) - [Apologetic Beer Initiatives](https://www.trendhunter.com/trends/obstructed-brews.md) - [Cooling Rooftop Ads](https://www.trendhunter.com/trends/coors-light-chillboards.md) - [Reactive Fan-Based Football Campaigns](https://www.trendhunter.com/trends/coors-light-coors-light.md) - [Celebratory Beverage Ads](https://www.trendhunter.com/trends/legendary-stories.md)