GOLDEN, CO: MillerCoors has initiated a multimillion dollar marketing campaign to gear up for the May 15 launch of its “cold activated” cans. The cans' mountain design turns blue when its Coors Light and Coors Banquet brands are at the best temperature to drink.
The integrated initiative includes PR, advertising, and digital marketing. It is the company's main summer initiative, and is a significant investment for MillerCoors, according to Royce Wills, director of marketing activation for the Coors family of brands.
“This innovation is so important to our brand that we put this [promotion] in the most important window in the beer category's calendar - summer,” Wills said.
Overlapping PR and digital efforts, by respective AORs CarryOn Communication and Razorfish, will be ramping up for the launch date. It will include a “cold front” launch event where 30-foot snow masses* will float into the harbors of five markets: Philadelphia, Seattle, New York, Chicago, and Los Angeles.
These five “cold fronts” will be accompanied by dock-side parties, where the cans will be unveiled amidst a “snow ball celebration” for influencers and passersby, said Paul Yoffe, VP at CarryOn.
“These [five] key markets are important to us from a business standpoint, [and another focus] is to get the distributors excited and their sales force as well,” said Wills.
The New York “cold front” will appear live on the Razorfish-designed site, TheColdFront.org, to provide “total engagement... so that even if you're not there, you can get the feel [for the event],” said Yoffe.
Key beer drinkers of 21- to 34-year-olds, skewing male, are a key target for the initiative, as are the distributers, retailers, and employees, according to Wills.
The new can was toasted during the May 5 quarterly financial results meeting by employees across the company's eight breweries and regional offices. Regional events will also take place in the week leading up to the launch, such as distributor crew rallies and distribution drives.
PR officially began on April 27 with the launch of the campaign site and coverage in The New York Times, according to Yoffe. Since then the team has reached out to other media such as trades, business, consumer lifestyle, technology, and beer outlets.
CORRECTION: In a previous version of this article, PRWeek reported that snow masses would be about 100 feet, due to information provided in an earlier interview with the company. However, they will actually be 30 feet. Also, the article incorrectly asserted that the PR campaign kicked off on March 27, when it was actually April. We regret the error.