Music has always been a great friend of alcohol and alcohol brands have been cultivating that friendship for a long time. Now they have more ways to do that than by sponsoring music events. Coors Light and Droga5 are launching a Chill on Shuffle platform on Instacart to help fans curate their playlists with access to concerts, artist merch and experiences, and featuring breakthrough artists in music, Lainey Wilson, Shaboozey, Yandel and Mt. Joy, to bring the ultimate pairing of beer and music to more fans.
Coors Light x Instacart activation aims to make Coors Light the “ultimate amplifier of chill” because shuffle is the “chilliest” way to listen to music, where Lainey fans find their inner Shaboozey fan and where Mt. Joy fans become Yandel fans and chill is on repeat.
The campaign will cover digital, out-of-home ads, eye-catching retail displays.
Now through May 30, fans who search Coors Light on Shuffle on the Instacart app in eligible US states will be brought to a secret landing page to click to enter for a chance to win unique prizes that amplify any music experience, including tickets to concerts from Coors Light’s roster of artist partners Lainey Wilson, Shaboozey, Yandel, and Mt. Joy, plus big-name summer music festivals.
“The only thing that could make Coors Light more refreshing would be pairing it with the music that helps you feel your chillest, whether that’s at a country music festival or listening to reggaetón with friends,” stated Marcelo Pascoa, vice president of marketing for the Coors Family of Brands. “Chill on Shuffle delivers a new way to experience music all summer long and offers fans a chance to win experiences featuring our talent partners.”
“Coors Light’s Choose Chill brand platform needed to be deeply woven into the fabric of our music program—and this partnership with Instacart shows that shuffling is the chillest way to enjoy music,” added Giancarlo Rodas, executive creative director, Droga5 New York. “No matter what song is playing, Coors Light is the perfect companion. And this summer, you can find one that pairs perfectly with your vibe—because no two Coors Lights are the same.”
