Coors Light will launch a Canadian campaign on Monday, beginning with a new television spot.
The spot has Coors Light spokesperson John O’Hurley asking a series of characters whether they would like to participate in a range of activities including eating meat and engaging in “questionable office behaviour.” The commercial ends with the new Coors Light tag line, “Who wants a cold one?”
The spot was developed by Toronto’s DraftFCB.
The tag line replaces the well-established “Silver Bullet” positioning. Darrell Hurst, vice-president, business director for DraftFCB, says the change reflects the brand’s growing stature in Canada and that the campaign’s objective is to encourage young beer drinkers to consider Coors Light for social occasions.
“It wasn’t really the kind of brand that was invited to the party before, but now it’s more of a leadership brand, so we felt this kind of broad invitation was right at this time,” says Hurst. “This tag line, we couldn’t have had five years ago.”
The tag is also a prominent feature of the online (by 58Ninety), outdoor and in-bar advertising components of the campaign (also by DraftFCB), which will roll out in the coming weeks.
