Key Takeaways:
- Coors Light’s new campaign brings its icy brand identity to life by having announcers record radio ads in a freezing ice plunge.
- "Cold Activated Announcers" reinforces the brand's identity as the ultimate cold beer.
- The brand proves that even an audio ad can make consumers feel its signature chill.
Coors Light has always been about embracing the chill. Now, it’s letting you hear it, too.
In its latest campaign, "Cold Activated Announcers," voice actors recorded the brand's new radio ads while submerged in an ice plunge — chilled to a frosty 42 degrees Fahrenheit.
The campaign, developed with advertising agency alma, celebrates the brand's signature cold-activated cans and bottles.
As the beer chills to peak refreshment, the mountain design on the packaging transforms to a crisp blue.
However, capturing this feeling in a sound-only ad required a bit more… commitment by making announcers endure the same icy conditions.
In a statement exclusive to DesignRush, alma Executive Creative Director Gabe Ferrer detailed the thinking behind the unusual ice-plunge setup.
"When you're really cold, you can't hide it — and one of the first indicators is your voice. That's why radio was perfect for Cold Activated Announcers, because we knew sitting in the exact temperature as an ice-cold Coors Light would give us instant, raw emotion.
The chattering teeth, stuttering and cursing is essentially the best product demo to prove just how cold Coors Light has to be for its mountains to turn blue.
The social video brings it all together and shows the action, but as radio spots, it's pure because you can really hear that emotion and realness coming through, and be left to imagine what the ice plunge actually feels like just from sound alone."
With shivering voices and plenty of gasps, the radio spots make Coors Light's brand voice as cool as its beer.
This ice-plunge radio stunt proves that when a brand fully commits to its identity, even an audio ad can make audiences feel exactly what it wants them to experience.
The Chilliest Ad Recording Ever
To bring the campaign to life, voice actors stepped into an actual "ice plunge" while delivering their lines.
A behind-the-scenes video captures the experience: announcers wading into freezing water, struggling through their scripts, and reacting in real time to the cold shock.
Submerging them in 42-degree water made their reactions into a genuine product demonstration.
Despite the bone-chilling conditions, the ads came out crisp, clear, and undeniably cold.
And, of course, after braving the freezing bath, the actors were treated to an ice-cold Coors Light.
The campaign is now live on national audio streaming platforms, offering listeners a refreshing new way to experience just how cold Coors Light really is.
The beer giant has always been known for its creative and quirky campaigns.
Earlier in January, the brand launched its new "Case of the Mondays" platform, creating viral content from an OOH spelling slip-up.
This built up to the brand launching its limited-edition "Mondays Light" packaging, which coincided with its Big Game presence.
This culminated in February's Super Bowl ad, which featured football fans as sleepy sloths.
