Molson Coors is returning to Super Bowl advertising with a 30-second ad spot, a company release detailed. The effort, which will be handled by lead creative agency Droga5, marks the first time the company has been able to advertise during the big game in over 30 years due to Anheuser-Busch InBev’s longrunning status as the event’s exclusive alcohol advertiser, an agreement that was axed last year. To prepare for the game, Molson Coors is pitting two of its most successful brands — Coors Light and Miller Lite — against one another as it decides which brand will be featured in the commercial.
While the contents of the commercial are yet to be revealed, Molson Coors’ CMO Michelle St. Jacques in the release said the spot will be “full of firsts — both for us as a company and for the Super Bowl itself.”
In the meantime, the battle of the brands was kicked off via a full-page New York Times advertisement. A portion dedicated to Miller Lite reads, “The big game hasn’t tasted this great in 30 years.” Below it, a can of Coors Light is featured next to text reading, “The Big game hasn’t been this refreshing in 30 years.” The battle will also be featured on billboards in Golden, Colorado and Milwaukee, Wisconsin, the birthplaces of Coors and Miller, respectively, in addition to social media and digital content. Social media will be run by Molson’s in-house agency, Volt Studio, while Publicis Connect will handle additional media arrangements.
Read the full article here
