Coors keeps it fresh with new multi channel campaign

‘We do things differently on the mountain’. That’s the message at the heart of Coors’ new UK advertising campaign.

The multi-channel, multi-million-pound campaign marks the next iteration of the Molson Coors-owned brand’s ‘Keep It Fresh’ campaign in the UK – which takes inspiration from the beers Mountain Cold Refreshment and Rocky Mountains heritage, to champion freshness as an attitude and celebrate fresh perspectives.

Devised by creative agency Havas London, the campaign revolves around a fantastical new TV ad set on top of fictional Coors Mountain. Directed by DIARMID at Untold Studios, the ad features a group of friends on their way to a party when the main character orders a fresh ride for them - a pack of bears. Alongside fresh attitudes and sociability, the ad highlights Coors’ unique on-pack thermochromic ink, which sees the mountains on all bottles and cans turn blue when Coors is mountain cold and ready to drink. The TV ad also plays out in a series of humorous idents for Coors’ high-profile ‘Comedy on 4’ sponsorship with Channel 4.

The campaign spans TV, video on demand, cinema, out-of-home, digital and social executions, plus an influencer campaign from Red Havas. Media planning and buying is through Carat.

The BAFTA, EMMY and GRAMMY-nominated Untold Studios is behind both the production and VFX across the campaign. Untold is renowned, in particular, for its excellence in creating CGI animals – an approach rarely seen in beer advertising. The campaign was devised by Rob Greaves, Sam Daly, Frank Ginger and Shay Reading at Havas London.

To coincide with the campaign launch, Coors will feature a nationwide on-pack promotion, giving customers the chance to win their own mountain experience with VIP tickets to Snowbombing, the original mountain music festival, or 1 of 1000 Bluetooth speakers.

Abigail Spencer, Coors Marketing Controller at Molson Coors says: ‘Keep It Fresh’ is not just about cold beer, it’s an attitude – with fresh thinking and behaviour about doing things differently. It is in our DNA at Coors, stemming from 1873 when we built a brewery at the foot of the Rocky Mountains in a quest for mountain cold refreshment. Building on the success of Coors’ previous ‘Keep It Fresh’ campaign, this leans into the joy of sociability and togetherness in this post-pandemic world, and represents a significant investment into the premium beer category.”

Rob Greaves and Sam Daly, Creative Directors at Havas London, say: “Up on the Mountain, where the ice is thick and the air is thin, you certainly get a different point of view on the world. Trust us: we were there. We left with a thirst for freshness that hasn’t left us and we hope this campaign brings a little cold, Rocky Mountains freshness straight to you.’

Untold Studios director DIARMID adds: "Coors is a brand that just gets comedy. These films are no exception. I love the space they inhabit; that moment the ordinary, relatable world meets the utterly extraordinary. I wanted to make that moment feel as real as possible. The bears might look completely real, thanks to the VFX wizardry of Untold Studios, but, of course, they’re not. Shooting on horseback in the high mountains was a crazy adventure for everyone involved and I really believe all those feelings and emotions make their way onto the screen.”