Coors Light and NFL Football Commercials

Here is a link to you tube so you can check out my fav commercial

http://www.youtube.com/watch?v=6E5gg7o7Of4


Creative Brief

Client Info: Coors Light Beer

Background/Overview: Coors Light is an light, fewer calorie beer, made by Coors Brewing Co based out of Golden Colorado. Coors Light began being brewed in 1978 and is well-known for being an official sponsor of the National Football League. In 2007, Coors Light unveiled a new Thermochromatic bottles that turn blue when the beer is cold enough to drink and change as the beer becomes warmer. Coors is one of the top 3 selling brands of beer in the US.

Objective/Purpose: To attract as many new or exsisting customers to the product with the upgrades of the new can, but still the same great tasting beer you would expect from a known brand such as Coors.

Target Audience: Coors Lights true target audience we be more towards men, over the age of 21 of course, and that loves outdoors and NFL Football. Coors light is a beer that is less in calories than some other beers on the market, so in some ways it is targeted to consumers that may want to watch their weight or are health conscious.

Most Important Thing to Say: The most important part of this ad was to make certain all potential consumers knew the bottle has a new can that can visually show you when the beer becomes warm. As most beer drinkers are aware, hot beer isn't very good.

Supporting Rational Reasons: Coors light is still one of the less costly beers on the market. Its important to the consumer to know that with the new additions to the can, Coors Light is not going to affect their other purchases based on price.

Supporting Emotional Reasons: Men love their football, and while trying to drawl them in with this commerical, it was important to involve one of the main reasons they're drinking beer. Its Sunday, NFL game day, and they're relaxing with a Coors Light.

Mandatory Elements, Helpful info and insights: Its important to understand the customers priorities when determining which beer to drink. Using buying patterns associated with the views of displays inside grocery stores and gas stations along with advertising campaigns.

Schedule: Advertising Campaign should be scheduled to air on tv during football games. They should be shown on Basic networks as well as Specialty networks such as MTV or ESPN. Ads will air more frequent during the beginning of the season and taper off throughout. Football season starts late Sept and runs through early Feb.

Favorite Ad

Well, I must say, out of all the billboard ads I've seen in Greensboro during my 25 yrs of life... I think my favorite one has to be the HUGE Diamond Billboard. It used to be over off Holden Rd like coming towards campus, right above some white building. I'm not even sure if its still there. The diamond was SO BIG it took up almost the whole billboard and even went off of it. At the bottom it just had the name of the jeweler's. I hardly ever drive that way since I live in HP but I grew up in NC and as soon I was old enough to understand and appreciate the value of a good size ring I'd tell my mom "that's what I want when I get married." My mom would always laugh and say, "OH, Kris, One day!" The funny thing about that billboard is that I don't remember the name of the Jewelry store under it. I thought for sure it was Carlyle in Friendly, but I'm not sure. And isn't that the point of putting up billboards? Mass amounts of people will view your billboard everyday and remind you that you need their product?