The extreme routine of immersing itself in an ice water tank, before of professional athletes and now fills social networks, is the key to the new advertising campaign of advertising Coors Light. The brand, whose identity and personality is based on the idea that your beer is enjoyed better when it is served very cold, it now takes its message to a new level.
“Cold Activated Announunters” has been devised by the creative agency Soul and has its main focus on radio. And it has sought that the brand sounds as cold as its product by submerging Dubbing actors in ice water, Specifically at a temperature of 42 degrees Fahrenheit, that is, 5 degrees Celsius, which is the ideal temperature to consume beer.
The result is a series of audio pieces, and another video, in which the efforts of the actors are appreciated for maintaining a stable voice while reading the copys prepared by the brand for the campaign. The change in the tone of the voices, the teeth chat Beer consumption experience.
Here you can listen to the three radio wedges:
Chill Enough
Cold detector
Mountain Cold
“Coors Light is enjoyed better cold, and there is no better feeling than to see how the mountains are dyed blue when your beer reaches the perfect temperature”, Commented in a statement Marcelo Pascoa, Vice President of Marketing of Coors Family of Brand, referring to the color change of beer cans.”We are taking it to another level, making our radio ads as refreshing as our beer”
For their part, from the agency, they point out that the key to the campaign is the “loss of control” in the final product. “The script simply serves as a vehicle for dubbing actors to transmit their authentic reactions in the ice bath, so the funniest parts turned out to be the things they said they were not in the script and that we could not predict“said Gabe Ferrer, Creative Executive Director of Alma.”The mystery kept us all alert and resulted in a more authentic and fun end”
The campaign will be disseminated in the United States on platforms of audio in streaming, seeking to offer consumers a new way of experiencing the refreshing experience of Coors Light beer.
