CHALLENGE: Take Coors Light out of the Rockies and create a relevant connection with multicultural millennials.
INSIGHT: When it comes to hometown pride, urban millennials are in the culture of celebrating the mountains they've overcome in the places where their climb started - Home.
SOLUTION: Coors Light reFRESH - A broadcast, digital and OOH campaign that connected Coors Light to the multicultural, urban millennial in key U.S. markets.
Agency: Ten35
Client: Millercoors (Coors Light)
TV spots, OOH, Video & Social Content
My roles: Account Management; Strategy; Project Management
Team: Mark Graham, Lauren Ingram, Nate De Leon, John Casmon, Terrell Cooper, Shari O’Bryant, Fred Brown
Brand Imagery
As Millercoors’ multicultural creative agency, we developed visual concepts and through-the-line extensions for the U.S. multicultural market.
For this portion of the campaign, we concepted & produced various brand photo shoots, created hyper-local Out of Home concepts to be displayed in key markets, and coordinated with partner agencies to amplify these visuals across the brand’s network.
Brand Concept
Out of Home Extension
Broadcast & Digital
In TV & digital, we debuted our new concept with the #CLreFRESH hashtag and mantra introducing visual and music artists within our program roster.
Across 4 stylistic shorts, we pay homage to classic music videos while refreshing those who refresh the world.
Director: Daniel Portrait
Producer: Jennifer Bluford
Instagram reFRESH
@CoorsLight
Through the user-generated #CLreFRESH, we introduced a multicultural aesthetic and tone across all Coors Light branded social channels with a new branded lens of "Urban Rockies". The #CLreFRESH social impression exceeded 200MM, and counting.