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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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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Temperatures are soaring across Ontario, with Toronto breaking a daily record and other cities poised to follow suit. The temperature cracked 11 C by 10 a.m. Friday at Toronto Pearson International Airport, busting a daily record set on the same day in 1938. Continue reading at CBC
[ CBC | 2024-02-09 17:27:50 UTC ]
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Women have always watched the Super Bowl, with Nielsen reporting that in 2018, women made up nearly half of Super Bowl viewers--surpassing the combined female viewership of the Oscars, Grammys and Emmys. Brands, marketers and the NFL have begun to embrace female... Continue reading at AdWeek
[ AdWeek | 2024-02-08 21:53:41 UTC ]
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A February 7 group reading at City Lights Books amplified the voice of Gazan poet Mosab Abu Toha and benefited the Middle East Children's Alliance. Continue reading at Publishers Weekly
[ Publishers Weekly | 2024-02-08 05:00:00 UTC ]
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In 'Fourteen Days,' the Authors Guild shows off its storytellers, including Dave Eggers, Celeste Ng, Scott Turow, Mira Jacob, Tommy Orange, Tess Gerritsen, R. L. Stine, Weike Wang and Ishmael Reed. Continue reading at Los Angeles Times
[ Los Angeles Times | 2024-02-06 16:00:00 UTC ]
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Check out these 8 gothic science fiction novels! They're sure to both terrorize and entertain you in equal measure! Continue reading at Book Riot
[ Book Riot | 2024-01-24 11:34:00 UTC ]
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Set in World War II, Vanessa Chan’s utterly gripping debut novel The Storm We Made is the story of an unlikely spy and the consequences of her actions. When Cecily, a bored Malayan housewife in British-colonized Malaya, encounters the charismatic General Fujiwara, she is seduced not only by the... Continue reading at Electric Literature
[ Electric Literature | 2024-01-02 12:00:00 UTC ]
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Bestselling author and journalist is ‘incredibly bowled over’ to receive DBEJilly Cooper has been given a damehood in the new year honours list for her services to literature and charity.The 86-year-old bestselling author and journalist who was awarded a DBE said she was “delighted, bewildered... Continue reading at The Guardian
[ The Guardian | 2023-12-29 22:30:17 UTC ]
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Rachel Brooks, associate director of business marketing, global, Spotify Digital media consumers seamlessly transition from audio to video throughout their day — listening to a favorite playlist during a workout or commute, then tuning into video content when relaxing in front of screens at the... Continue reading at Digiday
[ Digiday | 2023-12-14 15:56:06 UTC ]
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Baker & Taylor’s Aman Kochar has embraced the wholesaler’s role as a conduit between libraries and publishers. Continue reading at Publishers Weekly
[ Publishers Weekly | 2023-12-08 05:00:00 UTC ]
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In 'Oath and Honor,' Rep. Liz Cheney exposes the actions of Kevin McCarthy and other Jan. 6 enablers of Donald Trump, but fails to compel readers. Continue reading at Los Angeles Times
[ Los Angeles Times | 2023-12-04 20:11:02 UTC ]
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Publishers for Palestine, a coalition of more than 350 publishers from around the world, is offering more than 30 free ebooks by and about Palestinians as part #ReadPalestine week. Continue reading at Publishers Weekly
[ Publishers Weekly | 2023-11-29 05:00:00 UTC ]
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The United Kingdom's Publishers Association has opened its annual week of promotion for careers in publishing. The post UK Publishers Open a ‘Work in Publishing’ Campaign appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2023-11-20 16:42:27 UTC ]
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This year’s winner of the National Book Award for Fiction, Justin Torres’s Blackouts is a complex story about recovering the history of erased and ignored gay lives. Continue reading at The Atlantic
[ The Atlantic | 2023-11-16 19:12:00 UTC ]
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