Nowadays, fewer people are drinking beer even though everyone and their mother brews it. With a bajillion breweries on the rise and non-alc being all the rage, how does Coors Light remain top of mind? Our challenge was to stay relevant with our younger target audience and show them that Made to Chill is Made for Everyone.
Introducing: Chill Polish. We took the unique, cold-activated technology in our cans and applied it to a trend that was hot with our audience - nail art. Made for ladies and gents alike, this nail polish changes from silver to blue when it gets cold, in exactly the same way as a can of cold, refreshing Coors Light.
We launched just in time for the holidays, giving people a way to look Chill during the holiday party season and make sure their beer was Chill, too. By placing their fingers on their pint glass they could tell if their beer was not just cold, but Coors Light cold.
People couldn’t get their hands on Chill Polish fast enough and it wasn’t just traditional Coors Light lovers who were upgrading their nail game. The initial batch sold out immediately, as did the next four drops, before we could even share that we had restocked – 4500 units. We reached 719MM+ impressions and 7500+ re-shares of our owned social posts. Our story was picked up by everyone from Hypebeast, to nail art specialists, to Late Night with Seth Myers.
We attracted a whole new audience to Coors Light, while staying true to our brand identity and looking good while doing it.