Coors Light, which has spent years connecting its brand to Rocky Mountain imagery, is getting domesticated. A new campaign called “Made to Chill,” lacks the snowy peaks and mountain streams that have filled previous ads. Instead of wildlife, the brand is leaning into home life. One ad shows a woman getting home from work, feeding the fish and opening the beer while removing her bra from under her shirt. Another spot shows a man showering with the beer. The campaign marks the first work from Leo Burnett, which won the account in May after MillerCoors cut ties with 72andSunny. By using the word “chill,” Coors Light attempts to keep at least a reference to the cold positioning it has used for years, although it is much less pronounced than recent work, which used the brand’s classic “World’s Most Refreshing Beer” tagline. “Cold has always been part of our brand DNA. And Coors Light’s mountain-cold refreshment is the perfect antidote to a world that won’t stop being on,” Ryan Reis, VP of marketing for the Coors Family of Brands, stated in a press release. “But in a world where millennial and Gen Z drinkers have more and more choices, we have one job to do: give them a new reason to reach for Coors Light.” The creative pivot comes as the brewer continues to search for answers on how to resuscitate Coors Light, its largest and most important brand, which has been stuck in a years-long slump. Sales volume fell 5 percent in the first half of the year, according to Nielsen... Continue reading at 'Advertising Age'
[ Advertising Age | 2019-07-30 13:32:59 UTC ]
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Coors Light, which has spent years connecting its brand to Rocky Mountain imagery, is getting domesticated. A new campaign called “Made to Chill,” lacks the snowy peaks and mountain streams that have filled previous ads. Instead of wildlife, the brand is leaning into home life. One ad shows a... Continue reading at Advertising Age
[ Advertising Age | 2019-07-30 13:32:59 UTC ]
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Meghan O’Rourke’s The Invisible Kingdom takes you inside the world of being chronically ill. Continue reading at Slate
[ Slate | 2022-03-03 22:44:06 UTC ]
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One of the world's most famous bookstores was forced to close because of the coronavirus outbreak and asked for help to pay the bills Continue reading at ABC News
[ ABC News | 2020-04-12 16:59:42 UTC ]
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Two Roads has lit up Glasgow with images of Billy Connolly to mark the launch of Tall Tales and Wee Stories. Continue reading at The Bookseller
[ The Bookseller | 2019-10-17 02:57:12 UTC ]
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The novel “Selling Nostalgia” looks at our tendency to overlook the shortcomings of our pop culture heroes. Continue reading at The Washington Post
[ The Washington Post | 2019-08-14 13:54:00 UTC ]
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Debut author of The Ash Family Molly Dektar talks about picking one project to focus on at a time, the importance of taking research trips, and how she landed her dream agent in this unabridged Breaking In interview. The post Breaking In: The Ash Family Author Molly Dektar on Creating Her... Continue reading at Writer's Digest
[ Writer's Digest | 2019-08-10 16:00:15 UTC ]
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Michelle Obama’s memoir, issued next Thursday in a simultaneous global publication, is the recipient of Penguin General’s biggest ever marketing spend, with campaigns to run across formats, platforms, and even on the bare walls of Brixton... Continue reading at The Bookseller
[ The Bookseller | 2018-11-09 00:00:00 UTC ]
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By making it a key marketing message, the brand is hoping to win over consumers that, according to consumer research, favor environmentally friendly brands. Sixty-six percent of consumers say they are willing to pay more for sustainable brands, up from 55% in 2014 and 50% in 2013, according to... Continue reading at Advertising Age
[ Advertising Age | 2017-01-27 00:00:00 UTC ]
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Waterstones has launched a “light-hearted” branding campaign to coincide with selling... Continue reading at The Bookseller
[ The Bookseller | 2012-10-25 00:00:00 UTC ]
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Hilary Mantel signed copies of The Mirror & The Light (Fourth Estate) for lucky fans ahead of today’s official publication as the book’s cover was beamed on to the Tower of London. Continue reading at The Bookseller
[ The Bookseller | 2020-03-05 07:49:45 UTC ]
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Max Czollek, whose first nonfiction book is a rebuttal to calls for integration, believes that his country must face its history with more honesty — and that those who are singled out shouldn’t try to fit in. Continue reading at The New York Times
[ The New York Times | 2020-01-16 10:00:17 UTC ]
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The Pulitzer Prize-winning poet and essayist wrote lyrically about nature, but there's more to her work than meets the eye. Continue reading at The Christian Science Monitor
[ The Christian Science Monitor | 2019-01-19 00:00:00 UTC ]
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"The Notebook," Nicholas Sparks' novel that sparked the hit 2004 film starring Ryan Gosling and Rachel McAdams, will be adapted into a musical. Continue reading at Los Angeles Times
[ Los Angeles Times | 2019-01-03 00:00:00 UTC ]
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More than most people, Jonathan Taplin has seen firsthand how the rise of digital behemoths like Google and Facebook has irrevocably transformed the life of artists and musicians. A former tour manager for Bob Dylan and the Band and a movie producer for Martin Scorsese, Taplin has become an... Continue reading at Fast Company
[ Fast Company | 2017-04-21 00:00:00 UTC ]
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Authorities in Canada say they have made arrests in the theft of a cargo container that included gold and other items worth over 20 million Canadian dollars — about $14.5 million — that were stolen from Toronto’s Pearson International airport a year ago Continue reading at ABC News
[ ABC News | 2024-04-17 01:10:08 UTC ]
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Former nun Catherine Coldstream shares the story of her 12 years at a Carmelite monastery in a debut memoir out this month, 'Cloistered' (St. Martins), which earned a starred review from PW. Continue reading at Publishers Weekly
[ Publishers Weekly | 2024-03-19 04:00:00 UTC ]
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Brandon Sanderson raised more than $16 million from 55,000 people to fund a leatherbound edition of 'Words of Radiance.' The total is the most ever raised on the crowdfunding platform BackerKit. The campaign, launched earlier this week, ends March 30. Continue reading at Publishers Weekly
[ Publishers Weekly | 2024-03-08 05:00:00 UTC ]
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Super Bowl 58 was Taylor-made for ratings gold. Thanks to multiple telecasts and streams, the power of live sports and even a Taylor Swift bump, Sunday's Super Bowl matchup showcasing the Kansas City Chiefs' overtime win against the San Fransisco 49ers smashed viewership... Continue reading at AdWeek
[ AdWeek | 2024-02-13 02:47:06 UTC ]
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