Our Work – Project Highlights
Coors Fine Light
Achieving Cut-Through for Coors Fine Light in a Highly Regulated Market
Challenge
The objective was to drive trial for the Russian launch of Coors Fine Light. Attention were briefed to generate maximum awareness and brand consideration for their youth-focused beer with its proposition of 'Ice Cold Refreshment'
Insight
Russia has well documented problems with alcoholism & operates strict controls on communications involving alcohol brands. We would need to ensure that the campaign delivered the dynamism, movement and a necessary allusion to winter sports in a responsible manner. This required subtle use of creative design techniques because the use of people was prohibited. This in itself would be the spur to greater creativity.
Solution & Results
Using a motion blur technique we managed to combine a feeling of refreshment, 'ice-cold' and fast movement, without compromising the communications code of conduct. The advertising campaign proved to be extremely successful with Coors Fine Light hitting target sales levels within the second week of launch.
The trade ads have generated an enormous response. Coors now has a distinct positioning in the trade and creative communications that reflect the production quality and strengths of the core brands.