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(Courtesy Molson Coors)
Playing off the videochat fatigue which much of the nation is experiencing in this age of COVID-19, Coors Light has launched a new promotion that will send five winners to the travel destinations they’ve been using as their video backgrounds.
The latest iteration of Coors Light’s “Made to Chill” campaign, is but the latest in Molson Coors efforts to tap into a pandemic-weary public, Americans who have gone months marooned in their homes, away from friends, family and their workplaces, not to mention vacation destinations.
The contest’s goal is to not only send five grand-prize winners to a vacation destination of their choice, and promote Coors Light of course. But also to give beer lovers a little hope that one day they’ll be able to actually visit those places again.
And as part of the campaign Coors created this hilarious musical-inspired spot which debuted at the MTV Video Awards…
“We know we might not be able to go to all of the fabulous places in our backgrounds right now, which can be stressful and depressing,” says Marcelo Pascoa, vice president of the Coors family of brands told Beer & Beyond, “But Coors Light is reminding people to have hope — to remember this is temporary….
“If people know there’s a chance that one day they can visit those places that inspire them again, it can change their perspective so that looking at those backgrounds can start to create a different feeling.”
“We’re saying you can dream about going there and make plans to go there again, because sooner or later you will.”
Coors Light’s new musical-inspired spot, runs in 30-second and 15-second versions was directed by Noam Murro, with production chores handled by Biscuit Filmworks.
Consumers can participate in the promotion by visiting www.coorslight.com/outside and uploading a screenshot of themselves in their ideal video chat background. Coors Light will then randomly select five winners to plan a trip to the designation they submit.
And the prize package is valid through June 2022, so winners can plan their trips when whenever they feel comfortable.
