Coors Light comes in cold-activated packaging. Its best drinking happens when the mountains on the packaging turn blue. It’s a unique feature that DDB Group agency, alma, is making the most of [read:fun with]. In a radio campaign, Coors Light recorded actors reading ad scripts from ice baths set at 42 degrees Fahrenheit or 5 degrees Celsius.
Because fun also needs to be seen, alma has also created a behind-the-scenes video of the performers speaking their lines surrounded by cans of beer and a lot of ice.
Marcelo Pascoa, VP of marketing for the Coors Family of Brands, noted, “It’s hard to make something sound mountain cold purely through sound, so we had our announcers take the plunge and do it themselves.”
The campaign is now live across national audio streaming platforms.
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