Coors Light has launched a new campaign with Havas. They did so after becoming aware of the negative results of the campaign, whose main face was the actor Jean Claud van Damme. The slogan of the new campaign became the phrase "Keep it fresh". The slogan has been used by Havas since the merger of all Molson Coors campaigns with the French firm.
The ad was visibly inspired by the Rocky Mountains brand. The action clip is set in the mountains, the cinematography and editing are of a professional level. In a spot that is sure to give chills to any viewer, we can watch the anonymous successor to Van Damme in the lead role enjoying an adrenaline rush in a freezing environment. Of course, the company's slogan: 'Keep it fresh' is not to be missed in the spot.
Sophie Jamieson, marketing manager at American Beers said:
"Coors Light is the most refreshing beer in the world. But the world doesn't need another advert pointing out that fact. With the launch of this campaign, we're focusing on simple storytelling. We're also putting an emphasis on the presentation of our brand. "Keep It Fresh" is more than just a new ad; it's an attitude. We're building a long-term image for our company. Our goal is for Coors Light to be a brand that sets trends in advertising."
Rob Potts, Creative Manager at Havas London adds:
"Welcome to Coors Mountain. Where freshness isn't just a temperature ... it's a way of life. "
This commercial marks the start of a collaboration between Havas London and Coors Light. This is a significant merger of the companies, which was approved back in 2018. Brands such as Staropramen, Blue Moon and Pravha are also merging with Havas London and Coors Light. This marks the end of Coors Light's collaboration with VCCP, which produced a failed campaign that featured van Damme as its face. It was later revealed that the failure of the campaign was due to placing too much emphasis on Coors Light's image rather than the beer itself.
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