It is often common to organize a gathering at home and find that there are not enough seats. This situation is what hundreds of people will experience in order to watch the Super Bowl on February 8, but the Coors Light Canada beer brand has set out to help fans enjoy the great sporting event without worrying about space and being good hosts.
It has launched “Home DeCoors,” a “furniture” collection comprised of 24 pieces designed to maximize space and create the perfect game day setup. But the reality is that each piece of furniture is a box of the brand’s beer, reinvented to serve as a table, stool or chair. The idea has been worked on together with the Wasserman agency.
“Coors Light offers an innovative solution for your space and addresses a real host problem: too many friends, not enough furniture”; explains the brand in a statement. “Home DeCoors is the original solution that turns a hosting staple into a multifunctional space saver and proves that when the party is on, finding a creative way to maximize space is only limited by your imagination.”.
The campaign is a communication exercise that works on different aspects. On the one hand, on a tactical level, it reminds consumers of the different formats in which they can purchase the brand’s beer. On the other hand, at a strategic level, Coors Light is linked to a moment of enormous notoriety and a privileged cultural context for attention. In addition, it stands out as a fun and innovative brand.
Coors Light communicates the idea with an audiovisual piece in which it presents its beer cases, from 6 to 60 cans, as pieces of furniture. In addition, it has created a specific website for the action in which it shows the different product formats such as different furniture, thereby offering a new vision of traditional home decoration.
Likewise, the particular Coors Light furniture collection has been present at The Interior Design Show fair, held in Toronto between January 22 and 25, with a stand created in collaboration with The Sorry Girls agency. With it he has offered a look at “Home DeCoors” shaping a living room with a style centered on its beer cases and how these can help during Super Bowl day.
““Anyone who has hosted or attended a Big Game party knows that there comes a time when space finally runs out.”Michelle Sowinski, Senior Director of Marketing at Coors Light, said in a statement. “This year, Coors Light reminds fans what really matters at Big Game gatherings: friends, football and a Coors Light“.
