Coors Light has a message for Bud Light: Lighten up.
Coors has created a smart beer tap that "listens for Bud Light negativity" and literally lights up whenever it senses antagonism. When the light is on in select locations, each person nearby can collect up to two free Coors Light beers.
In a video, Coors explained that Bud Light has been trying to pick a fight lately, a reference to the #corntroversy caused by Bud Light’s Super Bowl LIII ad, intended as a shot at Miller Lite and Coors Light for including corn syrup in their ingredients.
Coors Light is trying to "refresh the conversation" as 80% of drinkers would rather enjoy a cold refreshing beer, the video says.
"We have a system that has been monitoring social and broadcast media for Bud Light ads, and we have tracked more than 4,500 of these negative ads on TV and digital since the Super Bowl," said Adam Collins, MillerCoors’ VP of communications and community. "They are not stopping; they are continuing on."
Collins explained that beer is supposed to be fun, so Coors Light’s goal is to "bring joy back to the conversation." The brand attempted this last month, he said, with its toast to American farmers who grow its ingredients.
"This is a way to do something similar in the face of negativity and anger and Bud Light hate," said Collins.
This campaign is being led by Coors Light’s in-house team.