To mark National Beer Day, which in the USA fall on 7 April, Molson Coors launched a new running-led campaign called ‘Coors Beer Run’ which sees the brand give away 12-packs to consumers who complete (and track) a run in the shape of a ‘Coors Pure’ beer can.
The week-long initiative promotes the launch of the brand’s new low-calorie Coors Pure lager and runs between 7 April and 14 April.
The mechanic is simple: any US consumer of legal drinking age who goes for a jog in the shape of a Coors Pure can and map their circuit with a running app can enter to win a 12-pack of the new product for free by submitting a screenshot of their beer can shaped run to beerrun@coorspure.com.
Winners will be awarded with a $15 prepaid Mastercard that can be used to purchase their complimentary 12-pack.
Free Coors Pure on National Beer Day? Oh yeah. Just log into your favorite running app, and track a route shaped like a beer can. Details –> https://t.co/5dXHY4xS7f
— Molson Coors Beverage Company (@MolsonCoors) April 7, 2021
Furthermore, a local and in-person experiential strand of the campaign for consumers living in New York City who were in Central Park before 9 am on the campaign alunhc morning saw a meet-up of the ‘Coors Pure Professional Runners’: a team of athlete ambassadors fitted out with branded shirts bearing giant QR codes – each of which can be scanned for rebates for a 12-pack of Pure. New Yorkers can submit receipts for the rebate up until 21 April 21 with eligible purchases made by 14 April.
In total, up to 10,000 cans of the new low calorie Coors Pure are being given away as part of the campaign.
The ‘Coors Pure Beer Run’ initiative supports the roll out of the general Coors Pure launch campaign which spans TV, podcast, digital and social channels (including YouTube, Facebook, Twitter, Instagram and Snapchat) on top of the running-led, exercise-themed giveaway.
The launch campaign creative was developed with agency Droga5 and the promotional content also aims to drive viewers to the initiative bespoke digital site at www.coorspurebeerrun.com
“As we approach summer, more exercise enthusiasts are making their ways to parks and streets across the country,” explained Molson Coors Marketing VP Marcelo Pascoa (who adds that the company is excited to introduce a beer that is the perfect refreshment for those who also try to live a healthier life). “Coors Pure is the answer for beer drinkers who are looking for an organic, low calorie option without sacrificing the refreshment they know and love from Coors.”
Comment:
Obviously this initiative offers a fresh perspective on the idea of a ‘beer run’, but you know what they say, the sun is over the yard-arm and it is always 5 o’clock somewhere, so we agree with Coors and suggest runners lace up their trainers and start breaking a sweat pounding the street.
For those who are thirsty, the new Coors Pure is a USDA-certified organic light lager: with a subtle malt sweetness, a low bitterness and a slight citrus hop notes and with only 92 calories and zero sugar. It sees Coors invest in the low-calorie beer segment.
For those of you wondering, in the USA ‘National Beer Day’ honours the 1933 enshrinement of the Harris-Cullen Act: a federal law that legalised the sale of some beers and cleared the way for an end to Prohibition in the US later that year.
By linking the initiative to running, tracking and mobile channels leverages the uptick in running and fitness tracking app driven by the coronavirus pandemic as they have provides an outlet for outdoor exercise that keeps COVID-19 safety precautions in mind and offers both physical and mental health benefits.
Plus, as the weather turns warmer, there is a good chance that this trend will continue to grow.
The marketing approach echoes some recent work by rival low calorie beer Michelob Ultra, which has grown into one of ABInBev’s bestselling beers, which has targeted exercise, fitness and sports enthusiasts with sports marketing, sponsorship-led and athlete-fronted initiatives like its Jimmy Butler led NBA restart campaign and its 2019 #UltraShot’ golf campaign with Brooks Koepka and its 2018 New York Marathon activation.
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