The Challenge
As one of the leading brands in the competitive American beer market, Coors Light differentiates itself by being one of the only brands known for it color-changing label that tells you when your beer has reached its perfect temperature: when the mountains on the can turn blue, you know your beer is ready to drink. To celebrate its unique packaging, the brand wanted to launch a campaign that would remind consumers that Coors Light is the only beer that can help you achieve the ideal drinking experience.
The Solution
When brainstorming how to bring “chill” to life, ice baths naturally came up. They had become increasingly popular on social media in recent years, with influencers flooding feeds with videos of themselves sinking into a tub of ice and water or, most recently, putting their face into a bowl of ice and Saratoga water at 3:30 in the morning. As it turns out, ice baths, which have been a common wellness and fitness technique used for thousands of years, are usually between 40°-50°F (or about 4°-10°C). It was a pretty chill match, since the icy, chill water also activated Coors Light’s unique color-changing label. We wanted to leverage the heightened awareness around this trend as a humorous nod and relatable comparison to what it feels like to be as chill as a Coors Light, especially when your beer reaches its perfect temperature.
