Havas gives Coors Light fresh direction amid disappointing sales

Coors Light has initiated an all-new brand campaign under the direction of Havas after bosses lambasted the poor performance of a Jean Claude van Damme led campaign last year.

'Keep it Fresh' marks the first new brand campaign from Coors Light in six years and the first to be undertaken by Havas since the consolidation of all Molson Coors advertising with the French firm.

Drawing inspiration from the brands Rocky Mountain heritage the off-piste TV advert takes to the hills once again in a multi-million-pound media push spanning OOH, social, digital, PR together with a series of screen idents for Comedy on 4.

In a twist sure to send shivers through anyone watching however Van Damme’s anonymous successor is shown enjoying a snow bath in the sub-zero environment with merely a pair of Speedos for comfort, replete with the tagline ‘Whatever you do, keep it fresh’.

Sophie Jamieson, marketing controller at American Beers, said: “Coors Light is the world’s most refreshing beer, but the world doesn’t need another lager ad showing people being refreshed. With the launch of this campaign, we’re shifting our focus from simply telling a story to, fundamentally, how we behave as a brand. ‘Keep It Fresh’ is more than just a new advertising line; it’s an attitude. And having been born in the Rocky Mountains – the freshest place on earth – it’s one we’re uniquely placed to own.

“Building on our longstanding brand equity, we’ll be celebrating the world’s freshest attitudes and perspectives – and the people who live by them – and inspiring everyone else to get on-board as well. Ultimately, we want Coors Light to be the brand that champions and creates the most refreshing moments in culture.”

Rob Potts, creative partner at Havas London adds: “Welcome to Coors Mountain. Where fresh isn’t just a temperature…it’s a way of life. And it doesn’t get much fresher than swimming your way up the mountain to the pub in your Speedos. Trust me, I was there.”

The advert marks Havas London’s first work for Coors Light since winning the account in 2018 as part of a major consolidation of its brands including Staropramen, Blue Moon and Pravha, ending an eight-year run with VCCP at the helm during which van Damme was drafted out of retirement.

It later emerged that a major reason for this shift was unhappiness among senior executives at a failure to translate advertising into sales by focussing too heavily on the ‘Rocky Mountain lifestyle’ as opposed to the beer itself.

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