New Coors Light Campaign Targets Female Drinkers

CHICAGO — MillerCoors is reaching out to female beer drinkers with its new "Climb On" campaign, which includes TV spots, digital and social media, print, out-of-home and event activation. The campaign is designed to make the Coors Light face, place and story compelling and relevant, the company said.

The "dual-gender campaign" is meant to "encourage men and women to celebrate the mountains they climb with a cold, refreshing Coors Light," MillerCoors Chief Marketing Officer David Kroll ​stated in a Jan. 25 memo to distributors.

Women drink more than 17 billion beers each year, which makes up approximately a quarter of the industry's total volume, Kroll noted.

The initial "Climb On" television ad is a 30-second spot called "Whatever Your Mountain." It begins with a shot of a mountain and shows men and women participating in athletic and outdoor activities, such as a woman running in an obstacle course. It asks, "What would we be without our mountains?" and discusses the Coors Light heritage and the brewery's own mountain: the challenge of brewing the world's most refreshing beer.

The ad was developed by Los Angeles-based firm 72andsunny and will debut during the Jan. 31 ESPN broadcast of the Winter X Games.

"The fact that Coors Light is cold lagered, cold filtered and cold packaged to deliver Rocky Mountain cold refreshment will continue to be core to the brand's story," Kroll said in the memo. "But through 'Climb On,' Coors Light will make a stronger emotional connection with beer drinkers who know that climbing our personal mountains is what makes life enjoyable."

The campaign transcends age, ethnicity and gender, according to Kroll, and is aimed at both millennials and the 35- to 44-year-old that typically makes up a large part of Coors Light's consumer base.