Coors Light Wants Parents to Chill Out in New Campaign

Coors Light Canada has unveiled its latest campaign, shining the spotlight on parents, our everyday unsung heroes.

Made together with creative agency Rethink, the alcoholic beverage company launched its "Parenthood" campaign, three ads that show parents in the middle of common but often glossed over parental activities.

One spot showcases a tired mother carrying a half-eaten and exposed birthday cake to the car, complete with gifts and balloons.

Another one reveals a father in the airport steering two baggage carriers, with mountains of suitcases and bags sitting on top. 

The last one shows a dad, visibly fatigued and stressed out, carrying a sack of soccer balls, cones and gym bags across the pitch.

"Cheers to Parenthood" is written at the bottom corner of each spot, adding a tinge of irony and comedy to the inventive spots. 

The three ads will run in print, digital and out-of-home (OOH) activations. 

Keeping Things 'Chill'

Coors Light's most recent efforts tie back to the brand's "Chill" positioning, which is far from the stressful demands of being a parent.

Leslie Malcolm, VP of marketing at Molson Coors Beverage Company Canada, sheds light on this juxtaposition: 

"At Coors Light, we believe that chill is a choice, but we know that choosing chill is a lot harder when you’re entering one of the most demanding phases of your life: parenthood." 

"Our 'Parenthood' campaign is our way of raising a toast to the moms and dads who make it a priority to balance parenthood with some well-deserved chill," she added.

To boost the marketing of the campaign, Coors Light also launched a contest via Instagram, inviting sons and daughters to tag their parents in the comment section to win a "night out" courtesy of the beer giant.