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 ]

Other news stories related to: " Coors Light’s new ‘Made to Chill’ campaign breaks from its mountainous past "

NBCU adds Nielsen rival VideoAmp as currency, expands iSpot role

New measurement and data initiatives include retail media deal with Publicis Groupe's CitrusAd and a metric counterweight to creator content. Continue reading at Advertising Age

[ Advertising Age | 2023-02-08 19:00:34 UTC ]
More news stories like this

'Stranger Things' helped Netflix dominate the streaming charts in 2022

You might not be stuck inside watching shows like you were at the height of the pandemic, but there were clearly some favorite online titles last year. Nielsen has shared its top streaming shows of 2022 in the US, and the most-streamed by far was Stranger Things — the fourth season helped... Continue reading at Engadget

[ Engadget | 2023-01-27 18:20:44 UTC ]
More news stories like this

Nielsen and Netflix Expand Partnership for Global Measurement

Netflix and Nielsen are marching closer toward measurement solutions for the streaming service's new ad-supported tier. Top line Today, the two companies announced they're expanding their partnership with a multiyear agreement allowing Nielsen to provide linear and streaming audience data... Continue reading at AdWeek

[ AdWeek | 2023-01-18 12:00:00 UTC ]
More news stories like this

Nielsen Announces Launch of Nielsen One Ads for Campaign Measurement

Nielsen is hitting the (ad) campaign trail. On Wednesday, the measurement and data giant announced the upcoming launch of Nielsen One Ads, a platform all about campaign measurement. According to Nielsen, the offering, available in the U.S. on Jan. 11, will provide a consistent, comparable and... Continue reading at AdWeek

[ AdWeek | 2023-01-04 12:00:00 UTC ]
More news stories like this

Nielsen brings next-gen measurement to market—but isn't using it for deals yet

Long-awaited Nielsen One is ready to use, but not ready for trading as VAB call it a 'work in progress.' Continue reading at Advertising Age

[ Advertising Age | 2023-01-04 12:00:00 UTC ]
More news stories like this

10 measurement milestones that reshaped the industry in 2022

Nielsen faced growing scrutiny and competition as it went private and industry shifted toward CTV, clean rooms and outcomes. Continue reading at Advertising Age

[ Advertising Age | 2022-12-14 10:30:00 UTC ]
More news stories like this

Why Nielsen rival iSpot is investing millions in TVision alternative panel

TV measurement panel provider TVision has closed an investment round led by iSpot.tv. Continue reading at Advertising Age

[ Advertising Age | 2022-11-15 12:00:00 UTC ]
More news stories like this

Podcast ads universally boost brand metrics—and longer ads work better, Nielsen finds

Consolidated report of over 600 individual Nielsen studies is "largest ever" study of podcast ads. Continue reading at Advertising Age

[ Advertising Age | 2022-10-26 15:52:35 UTC ]
More news stories like this

Listen to the eerie sounds of a solar storm hitting the Earth's magnetic field

Put horror movies and games aside for a few minutes to listen to something truly unsettling this Halloween season. The European Space Agency has released audio of what our planet's magnetic field sounds like. While it protects us from cosmic radiation and charged particles from solar winds, it... Continue reading at Engadget

[ Engadget | 2022-10-24 15:40:30 UTC ]
More news stories like this

Amazon Prime Video will stream NFL Black Friday games starting in 2023

Amazon doesn't want to limit itself to streaming football games on Thursday nights. The internet giant has struck a deal with the NFL for Prime Video to livestream a yearly match on Black Friday, the day after American Thanksgiving. The first game airs November 24th, 2023 at about 3PM Eastern,... Continue reading at Engadget

[ Engadget | 2022-10-19 21:10:50 UTC ]
More news stories like this

Netflix with ads will be available November 3rd for $7 per month

Netflix's ad-supported tier finally has a release date, and it's now clear just what sacrifices you'll have to make to get a lower price. The new "Basic with Ads" plan will be available November 3rd at 12PM Eastern for $7 per month. It will initially be available to viewers in 12 countries,... Continue reading at Engadget

[ Engadget | 2022-10-13 17:45:26 UTC ]
More news stories like this

Byron Allen threatens to sue more advertisers in push to increase Black media spend

As McDonald's and Nielsen lawsuits proceed, Allen says spending on Black-owned media isn't rising fast enough. Continue reading at Advertising Age

[ Advertising Age | 2022-09-14 09:30:00 UTC ]
More news stories like this

The Guardian view on BookTok: a welcome disruptor of the status quo | Editorial

The social media platform is revolutionising bookshops and galvanising publishers. Enjoy it while it lastsThe bestselling book in the UK last week, and of the year so far, is an American novel that was published in 2016. If that sentence sounds implausible, the odds are you have not yet caught... Continue reading at The Guardian

[ The Guardian | 2022-09-04 17:25:02 UTC ]
More news stories like this

The Morning After: Streaming overtakes cable TV for the first time

Did you know streaming TV was the future? Nielsen data shows streaming TV viewership in the US surpassed cable for the first time this July. About 34.8 percent of viewing time went to shows on internet services — slightly more than the 34.4 percent for cable.Breaking it down further, Netflix had... Continue reading at Engadget

[ Engadget | 2022-08-19 11:15:00 UTC ]
More news stories like this

Streaming viewership surpasses cable TV for the first time in the US

It was seemingly just a matter of time before streaming overtook at least one form of conventional TV, and now that moment has arrived. Nielsen data indicates that streaming TV viewership in the US surpassed cable for the first time this July. About 34.8 percent of viewing time went to shows on... Continue reading at Engadget

[ Engadget | 2022-08-18 16:44:57 UTC ]
More news stories like this

Streaming TV surpasses cable viewing for the first time, Nielsen reports

July viewership hours soar for streaming, in large part thanks to Netflix’s "Stranger Things." Continue reading at Advertising Age

[ Advertising Age | 2022-08-18 14:23:15 UTC ]
More news stories like this

Amazon strikes deal with Nielsen to measure NFL 'Thursday Night Football' ratings

E-commerce giant wants to give advertisers familiar ratings but hints it will also leverage purchase data. Continue reading at Advertising Age

[ Advertising Age | 2022-08-16 12:15:00 UTC ]
More news stories like this

Nielsen Strikes Measurement Deal With Amazon for Thursday Night Football

Even though Thursday Night Football is moving exclusively to Prime Video this season, marketers won't be in the dark about how many viewers are watching the games--and their ads. Nielsen and Amazon have signed a three-year agreement to measure Prime Video's NFL Thursday Night Football streaming... Continue reading at AdWeek

[ AdWeek | 2022-08-16 12:15:00 UTC ]
More news stories like this