Molson Coors beer brand Coors Light partnered with P&G’s national laundry and dry cleaning service Tide Cleaners for an American Football campaign called ‘Chores Light’ based around offering to do footballs fans’ laundry on Saturdays so that they can relax and enjoy college football game day.
The cross-promotional campaign was based around the insight that Saturday mornings is the most popular time for Americans to do household chores – including washing. So Coors Light is seeking to change that and to bring to life its brand promise that it is ‘the beer made to chill’ throughout the college football season.
The initiative also sees the beer brand offer fans the opportunity to win free laundry services for a month so they can watch more NCAA college football at their favourite bar.
The initiative started on Saturday 8 October when college football fans in Chicago, Cincinnati and Denver were invited to drop off their dirty laundry at participating bars where it will be sent to a local Tide Cleaners facility, washed and returned to them at home. Thus enabling the fans to enjoy the football in the bar knowing the chores are being done by someone else.
As well as the household chore services, another strand of the online sweepstakes invited football fans to enter a competition offering a chance to win Coors Light merchandise and Tide product bundles.
As well as driving engagement and preference, the initiative also sought to boost Coors’ collection of first-party data to build its digital list and acquire more information on its customers to better deliver targeted ads.
To promote the initiative, Coors Light created a digital and social campaign in harness with agency DDB Chicago. The creative featured ESPN college football analyst and long-time brand endorser Kirk Herbstreit and was fronted by a 15-second spot posted on 16 September across Coors social channels in which Herbstreit stands in a bar holding a basket full of dirty delicates. The hero spot and supporting social content asks fans seeking to scoop the equivalent of $700 in credit for Tide Cleaners to visit coorslightchoreslight.com.
Blue Mountains > Mountains of Laundry. Enter for a chance to win laundry service the rest of the college football season so you can spend more time chilling and watching the games with @KirkHerbstreit. Enter at https://t.co/dWqsGPzrXV. pic.twitter.com/dIpTBcAYwl
— Coors Light (@CoorsLight) October 4, 2022
“Coors Light believes chores shouldn’t get in the way of game day. That’s why this college football season, Coors Light will keep your chores light,” explained the company’s campaign statement.
“We don’t want people doing laundry on Saturday; we want them to be at a bar,” added Coors Marketing VP Marcelo Pascoa. “We’re trying to talk about those things that everybody is talking about in real life, but people don’t usually see in advertising. We have an ongoing strategy to collect people’s first-party data. Ultimately, it’s a tool to make sure the right message gets to the right people at the right time.”
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The Activative team knows that for most people, being an adult means doing plenty of things you don’t want to do – dishes need cleaning, floors need sweeping and lawns need mowing, so we’d jump at the chance of Coors Light’s offer to help lighten the load so we can watch more sport.
This beer brand, co-operative football-focused initiative dovetails with NFL sponsor’s Tide’s own 2022 season #LuckyJersey activation.
In 2021, Coors Light’s parent company Molson Coors spent $1.1bn on marketing and advertising – up from $0.9bn in 2020 and, according to the company (and The Wall Street Journal), the brewer’s collection of first-party data helped it save more than $300,000 on data fees when purchasing online ads last year, according to The Wall Street Journal.
The brand is also steadily increasing its marketing investment in football. Following rival Anheuser-Busch’s decision to end its exclusive alcohol advertiser deal with the NFL – which is held since 1989 – Coors will run a 30-second Big Game commercial during Super Bowl 57 on Fox on 12 February 2023 – the company’s first in-game Super Bowl ad in more than 30 years.
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