Molson-Coors owned beer brand Coors Light has launched a multi-channel #DontWait campaign which offers consumers the chance to bid for a range of "adventurous" and "unforgettable" experiences and trips, such as experiencing zero gravity in Florida and going on moose safari in Portland.
Molson-Coors owned beer brand Coors Light has launched a multi-channel #DontWait campaign which offers consumers the chance to bid for a range of “adventurous” and “unforgettable” experiences and trips, such as experiencing zero gravity in Florida and going on moose safari in Portland.
The Coors Light List is a socially driven campaign which pushes the new Coors Light #DontWait mantra which is based on the belief that ‘life is richer’ when you don’t wait. Consumers can register for as many experiences as they want, integrating with Facebook to choose which friends to take with them. The campaign will be supported by an outreach campaign via Coors Light’s Facebook and Twitter channels and online film trailers.
Ali Pickering, Coors Light brand director said:
“Coors Light doesn’t believe in just waiting for something good to happen. Born in the Rocky Mountains, a land known for its extremes, we want our consumers to live and breathe our adventurous heritage and adopt this in their everyday lives. #DontWait is our antidote to the ever present fear of missing out that is so pertinent to our millennial target market. ”
The campaign creative, trailers and site design was created by VCCP, while a digital media plan was devised by Zenith Optimedia
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