Coors Light ad calls millennials to the ‘mountain’

Molson aims to bring fun back to the brand

Coors Light has launched a spot that aims to bring a sense of fun back to the brand. The spot, called “The Mountain Speech,” is the first work by Toronto agency Rethink since winning the account last fall.

The ad’s message is to “climb that mountain,” but the brand isn’t talking about actual mountains. The idea is to inspire millennials to conquer their own personal (and more light-hearted) summits, like getting on stage for amateur comedy night or ordering food at a drive-through window, on foot.

“The spot gets back to the place where Coors Light is at its best, which is celebrating our drinkers’ natural ability to ‘go for it’ and have fun,” said Greg Major, marketing director, Coors Family of Brands, Coors Light. “Coors Light is a brand that loves to have fun and sees the world as full of opportunities, just like our drinkers.”

The ad plays on the brand’s history of being “born in the Rockies.” There are actual mountains in the spot, but they’re meant to be symbols of “endless possibilities.”

“When you think about a mountain, which is the brand’s DNA, there’s a notion of going for it and getting out of your comfort zone,” said Aaron Starkman, partner and creative director at Rethink. “The point of [the ad] is you don’t need a mountain to have an adventure — it’s there for the taking. And when we can root [the campaign] in mountain language, it seamlessly narrates the very awesome things that Coors Light drinkers do when they’re at their best.”

Major said the message will resonate with the target audience since Coors Light drinkers have a natural ability to ‘go for it’ and have fun. “They are looking for new experiences that will transform a simple moment into a lifetime memory,” he said.

“We believe this spot will really connect with their belief of seeing the world around them as full of opportunities, which can happen almost everyday at anytime.”

The spot will be supported with digital and social content and out-of-home advertising. MEC is handling the media buy and Harbinger is managing public relations.


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