Coors Light | Keeping America Chill
Coors Light’s new ad campaign, Made to Chill, was generating excitement within the system, but distributors still craved a better reason to put our beer on the floor.
So we created a hyper-localized programming platform that spoke directly to the unique occasions, contexts and attitudes that define what chilling with a beer means to communities across the country.
Keeping America Chill is an ongoing success story that proves a brand’s relevance starts with local insights. Following are examples of how the program came to life in different markets.
Going Local…Going Big
Chicago is very proud of…well, being Chicago. Neighborhood by neighborhood, block by block, drinkers here know exactly what makes their city unique—and they’re pretty damn sure they know how to Chill the best.
We created tattoo-worthy branding for the city, hyper-contextual outdoor and on-premise messaging, and a Chicago Edition Field Notes collection. We even hosted a citywide “Chill Day” in partnership with Do312.
Keeping Chicago Chill
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Lakeview
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Belmont Craign
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Little Village
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The "Playpen"
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Early Season Beer Gardens
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Field Notes Chicago Edition
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Field Notes Chicago Edition
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Field Notes Chicago Edition
After months of Zoom meetings, Chicago certainly deserved a day off. We partnered with Do312 to fill the city with excuses to duck out and have a cool one, phone alerts be damned.
Bar specials, movie screenings, pedi-cabs and mobile concerts were just some of the ways Chicagoans chilled on this epic June day—thanks to Coors Light.
