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Imogen Watson

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Alessandro Manfredi

executive vice president

Coors: Because You Tried Today by Droga5

Agency: Droga5
Client: Coors
Date: May 2021
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We all know a few of them. Some of us are them. The marathoners. The vegan/gluten-free/paleo evangelists. The hardcore outdoorsmen. The health and wellness devotees who can’t help but be, well, just a little obnoxious in their unfailing dedication and righteousness. Coors isn’t one of them.

That’s why the launch campaign for Coors Pure, its first USDA-certified organic beer, celebrates the small health and wellness wins in our daily lives. This includes everything from taking a ‘walk-run’ away from your kids to joining the standing desk craze.

The ‘because you tried today’ campaign playfully promotes Coors Pure, the new brewski made with nothing more than barley, hops and water and includes just 92 calories. It kicked off today with two films created by iconic New York-based agency Droga5.