Coors Light is kicking off a new marketing campaign that aims to recruit more 21- to 34-year-old drinkers to the brand with a theme called “Made to Chill.”
“We’re trying to give them a moment to chill. It’s not a moment of escape, it’s more about pause, about taking a moment to step back and turn off,” says Ryan Reis, vice president of the Coors family of brands at MillerCoors. The idea behind the campaign is that “chill” is an everyday occasion, and “there’s no better way to turn off than with the cold refreshment of a Coors Light.”