Coors Light’s new ‘Made to Chill’ campaign breaks from its mountainous past

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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Can digital watermarking protect us from generative AI?

The Biden White House recently enacted its latest executive order designed to establish a guiding framework for generative artificial intelligence development — including content authentication and using digital watermarks to indicate when digital assets made by the Federal government are... Continue reading at Engadget

[ Engadget | 2023-11-30 18:45:42 UTC ]
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What Sets Latinx Influencers Apart From the Rest of The Creator Economy

The Latinx population is one of the fastest-growing U.S. demographics, making up nearly 19% of the U.S. population. It is the youngest major racial and ethnic group in the U.S. By 2025, the Latinx community will account for 12% of all U.S. buying power. They are also digitally connected. A... Continue reading at AdWeek

[ AdWeek | 2023-10-11 20:30:38 UTC ]
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Comscore, iSpot and VideoAmp get JIC’s conditional certification for currency measurement

JIC’s move comes as Nielsen nears key Media Rating Council vote on its own new measurement system. Continue reading at Advertising Age

[ Advertising Age | 2023-09-20 12:00:00 UTC ]
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Top 5 food and beverage brands ranked by ‘share of influence’: Datacenter Weekly

Plus, Nielsen names a new CEO, Hispanic audiences are undercounted, macroeconomic news in a nutshell—and more. Continue reading at Advertising Age

[ Advertising Age | 2023-09-15 18:24:18 UTC ]
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VideoAmp laying off 10% of workforce in the latest measurement shakeup

The move follows Nielsen laying off 9% of its own staff and comes a day after VideoAmp announced a $150 million funding round. Continue reading at Advertising Age

[ Advertising Age | 2023-09-14 20:19:52 UTC ]
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Nielsen replaces CEO amid measurement turbulence

Nielsen named Karthik Rao, who headed Nielsen Audience Measurement, as CEO of the entire company, succeeding David Kenny, who will become executive chairman. Continue reading at Advertising Age

[ Advertising Age | 2023-09-14 13:51:57 UTC ]
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Nielsen Names New CEO in Latest Measurement Shakeup

Top line TV measurement and analytics giant Nielsen has named Karthik Rao as CEO, effective immediately. Former CEO David Kenny, who had the position since 2018, will take the role of executive chairman. Between the lines Following his appointment as CEO, Rao said he was looking to position... Continue reading at AdWeek

[ AdWeek | 2023-09-14 13:35:17 UTC ]
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Nielsen won’t force Amazon’s data into ‘Thursday Night Football’ ad deals this year

Following a contentious meeting last week, Nielsen won't change panel currency used to write deals but will make Amazon first-party data part of offering. Continue reading at Advertising Age

[ Advertising Age | 2023-09-07 20:12:10 UTC ]
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Nielsen and TV networks clash again over Amazon data as MRC debates adoption

Nielsen says networks had months to integrate their own streaming data, but networks deny meaningful talks happened.  Continue reading at Advertising Age

[ Advertising Age | 2023-08-30 21:14:51 UTC ]
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Nielsen opens big data for trading without MRC accreditation or explaining some of its figures

Nielsen’s big data trading rollout comes prior to MRC audit meetings and without Nielsen detailing findings that could drastically impact ratings for some Spanish-language networks and other programming. Continue reading at Advertising Age

[ Advertising Age | 2023-08-28 09:30:00 UTC ]
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As Nielsen incorporates Amazon’s own data, networks demand answers

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[ Advertising Age | 2023-08-25 13:30:25 UTC ]
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YouTube will trade on its own co-viewing data, sparking agency pushback

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[ Advertising Age | 2023-08-21 09:00:00 UTC ]
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How did Suits become America’s most-watched TV show of the summer?

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[ The Guardian | 2023-08-17 18:02:26 UTC ]
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Paramount and Omnicom testing Nielsen measurement alternatives in buy-side platforms

Partnership will test buy-side systems’ ability to run on alternative currencies, and what it means for next steps. Continue reading at Advertising Age

[ Advertising Age | 2023-08-17 14:00:00 UTC ]
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The Morning After: Twitter hands over Trump’s DMs

Newly unsealed court filings reveal how much data Xwitter has handed over to the January 6 investigation. This includes all tweets sent, drafted, liked and retweeted – even if they were subsequently deleted – by Donald Trump’s official account. This cache also included DMs sent, received or... Continue reading at Engadget

[ Engadget | 2023-08-17 11:15:13 UTC ]
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Report finds YouTube more popular than TikTok for young book buyers

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[ The Guardian | 2023-08-07 14:48:11 UTC ]
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Nielsen rival iSpot.tv hires Leslie Wood as chief research officer

Veteran researcher spent more than decade linking Nielsen audience data with Catalina sales data for CPG clients. Continue reading at Advertising Age

[ Advertising Age | 2023-07-27 12:00:00 UTC ]
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Cannes Today—AI obsession, Edelman stalked, Spike Lee's Cannes take and more

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[ Advertising Age | 2023-06-22 19:48:12 UTC ]
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How the Joint Industry Committee will certify Nielsen alternatives

Cross-industry initiative outlines scoring process and streaming data service roadmap. Continue reading at Advertising Age

[ Advertising Age | 2023-06-22 07:00:00 UTC ]
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Cannes Today—Twitter and Meta make pitches, Omnicom hooks up with Google AI and Grand Prix latest

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[ Advertising Age | 2023-06-20 20:38:54 UTC ]
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