Will Coors Light ever move away from “Made to Chill?”

I get that their beer has always been about how it’s the coldest most refreshing beer, but “Made to Chill” has always been totally off to me. The “Thousand Miles” ad that’s running during the tournament seems like more of the same, a lot of money spent on a song for a bad ad.

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No. In the year 3000, Made to Chill will remain the platform 🔮

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Droga changed it to Choose Chill a couple years ago

helpful

It was before the campaign too.

They rebranded it to “Choose Chill” a year or two ago. They think it’s “more premium”.

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Coming back to say this ad is killing me. I’ve seen it ~20 times watching the games today.

What are the groomsmen solving by walking through passing out Coors Lights? Is that going to make the bride show up? Can the groom not make it through his own wedding ceremony without drinking? And why do they have to get a song from 2002 stuck in my head all day?

funny

Why is it off to you? And do yo mean it’s off creatively? Or strategically, you think it’s the wrong positioning?

Here’s some of the strategic rationale from when it first launched. https://www.molsoncoorsblog.com/av?url=https://www.molsoncoorsblog.com/news/coors-light-unveils-made-chill-campaign

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Related question, is the coors train as iconic and ownable/recognizable as budweiser and the clydesdale horses? I always equate coors with snowy icy mountains, not a train.

God I hate the Clydesdales. I worked Budweiser for a while. It was so limiting. Worked on Coors Light, too, for that matter. Can’t tell you how many ideas about the train I had to suffer through.

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