Coors launches new ‘Keep It Fresh’ TV ad this weekend


Molson Coors’ has unveiled the next stage of its multi-million-pound ‘Keep It Fresh’ campaign for its Coors brand with the launch of a new TV ad, highlighting the key message ‘We do things differently on the mountain’.

The campaign takes inspiration from the beers Mountain Cold Refreshment and Rocky Mountains heritage to celebrate fresh perspectives and champion freshness as an attitude.

The thirty-second TV ad airing today (7th July), features a group of friends on their way to a party when the main character orders a fresh ride for them – a pack of CGI-generated bears.

The ad also highlights Coors’ unique on-pack thermochromic ink, which turns the mountain peaks on all Coors bottles and cans blue when the beer is cold enough to drink.

Shorter versions of the new TV ad will also run across Channel 4 through Coors’ high-profile ‘Comedy on 4’ sponsorship. Using the tag line ‘Keeping comedy fresh on 4’. The campaign is supported by TV, OOH, cinema, video on demand, digital and social activations and influencer partnerships.

Abigail Spencer, Coors Marketing Controller at Molson Coors, said, “Building on the success of the Coors brand and our previous multi-million-pound ‘Keep It Fresh’ campaign, this leans into sociability and togetherness, and represents a significant investment into the premium beer category.

“The campaign is not just about cold beer, it’s an attitude – with fresh thinking and behaviour focussed on doing things differently, just like we do at Coors.

“Our latest activity will keep Coors’ Mountain cold refreshment front of mind with consumers and help our customers to drive sales in-store over the summer.”

The new TV ad can be viewed here.



Category: Beer, Brands and Drinks, News
Tags: Abigail Spencer, Keep It Fresh, Molson Coors