Last month, Coors launched its first USDA-certified organic brew, Coors Pure, with a literal ‘Beer Run’ in Central Park and a nationwide beer giveaway for drinkers who simply ran in the shape of a Coors Pure can.
Coors Pure is an organic beer with three simple ingredients: barley, hops and water, 0 sugar, and only 92 calories. It’s a beer that lets you drink and maintain your healthy lifestyle. If you like beer and you also run every now and then—this beer’s for you.
If you remember to cycle sometimes but conveniently “forget” other times—this beer’s also for you. If you’re into ultra-marathons or hiking at 5 am. Then no, this beer is not for you.
Now, Droga5 New York is sharing the brand’s first national campaign, which debuts this week with the fitting tagline, ‘Organic, but Chill About it’.
To launch this balanced beer, the agency created a campaign that recognizes average Joes and Janes who’re trying to live a more balanced life and celebrates their everyday fitness wins—whether that’s going out for a jog just to escape their kids or switching to a standing desk because of a scary article they read one day. If they tried to live better, they deserve a beer.
The two hero 30-second spots for the campaign are titled Running Mom and Standing Desk Matt. They were directed by comedy legend Jeff Low and feature the recognizable voice of comedian, actress and writer, Ali Wong, as a literal talking can of Coors Pure (a “spokes-beer,” if you will) that comes to life after our hero opens it at the end of their day.
Through Wong, we hear the beer hype our heroes up after reviewing their healthy-ish moments during the day. Why? Just because they tried. Watch below:
Coors Pure’s ‘Because You Tried Today’ campaign is supported by a TV and digital-focused media plan, including heavy investment in podcasts, targeted social, streaming ads across Hulu and Peacock and live TV buys during national programs such as The Tonight Show with Jimmy Fallon, the Late Show with Stephen Colbert and Adult Swim.
The brand has additional plans to amplify Coors Pure through influencer and PR-driven work over the summer.