If you are currently paying for a streaming-service, satellite provider, or dare I even say cable (for those dinosaurs out there) – chances are you have seen the newest string of Coors Light ads claiming the brewing company is “The Official Beer of__________.” From “The Official Beer of Being Done Wearing A Bra” to “The Official Beer of Drinking in the Shower” (it’s a thing), each of these commercials have caused positive and negative responses throughout the social landscape. No matter what side of the fence you sit on, one thing is for sure – all of these ads are different perspectives of the Coors Light’ consumer. And we love it.
Without consumer insights, brands would have a tough time figuring out how to approach their marketing strategy, or who even to market to. It’s important for brands to understand the how, what, when, where, and whys of the consumer’s relationship with their product.
So maybe you don’t drink alcohol in the shower, (or you’re just too embarrassed to admit it) does this mean the ad failed to connect with the audience? Of course not. All it means is you don’t drink beer in the shower. And now you know there are ironclad-kidney individuals among us who drink beer while bathing. Crazy, I know.
Coors must have gotten great responses from their consumers before producing this spot. Is it taboo? Maybe. Does it promote alcoholism? I’ll leave that up for you to decide. But with all that said, does the commercial provide a real moment a particular group of consumers can identify with? The answer is undoubtedly “yes” and that is why the commercials work.
Senior Coors Light Marketing Manager Chelsea Parker told The Takeout the ‘Made to Chill’ messaging for the new ads is referring to the “need to tune things out and hit the reset button.” Parker believed it was important to highlight and recognize “real moments,” detailing what people actually do while drinking beer. For the Coors Light marketing team, this meant creating an ad where a young woman comes home – kicks off her shoes, grabs a Coors Light out of the fridge, and proceeds to take off her bra toward the end of the commercial.
Of course, social media had their opinions about the woman-led Coors Light ad and pretty much critiqued the ad in every which way possible. And I truly mean in EVERY way….
I am not a woman, but I do have a mother, grandmother, cousin, girlfriend, etc. in my life. I have been fortunate enough to hear first-hand what womanhood is like. I understand my reasoning may come off as the equivalent of “I have a black friend” when the issue of racism presents itself, but the ad works if you’re not ultra-conservative. Many women on social media are actually proud of the way Coors’ represented women – and that’s probably because they finally asked them (women). The ad is authentic, not safe.
Years ago, you would never see an ad like this on television, especially from a beer company. It’s common knowledge that women in media for the vast majority of years have been typecast to play certain roles. Two reasons why. Female representation in leadership roles was little to none and because brands simply did not market their products toward women. Thanks to companies like Coors this is no longer the norm today. Having a female-led marketing team create a female-driven ad with female focused consumer insights? Duh.
Brands who do their due diligence of keeping their “thumb on the pulse” will always be successful and trending. Brands like Pepsi, whom made the cringe-worthy “Kendall Jenner and soda will solve police brutality” ad will always stumble and falter. Consumer insights are your friend. Be a Coors, not a Pepsi.