Dive Brief:
- Molson Coors is encouraging consumers to keep it simple for holiday gatherings with “Just Bring the Beer,” a campaign that positions beer as a no-fuss, affordable option for seasonal events, according to a company blog post.
- “Just Bring the Beer” spotlights multiple Molson Coors brands as the pairing for holiday gatherings that allows consumers to spend more time making memories. The campaign is being piloted in cities including Chicago, Dallas and Charlotte, North Carolina, and will appear on billboards and at select retail locations.
- The effort is informed by younger cohorts, who are choosing experiences over traditional gifts. It will also be amplified via social media and creator partnerships and will run throughout the end of the year.
Dive Insight:
While a time for togetherness, the holidays are also often a source of stress for many consumers, especially when it comes to deciding what dish to prepare for a gathering. With “Just Bring the Beer,” Molson Coors is positioning beer as an affordable, no-fuss solution that allows consumers to spend less time overthinking and more time enjoying friends and family.
The push is informed by 74% of millennials and Gen Z in the U.S. who choose memorable experiences over traditional gifts, per data shared by the brand. Creative focuses on the convenience of beer, with messaging that reads, “There are hunters and there are gatherers. You are neither,” and “Thanksgiving is complicated enough without learning which end of the bird to stick the thermometer in.” The cheeky taglines end with the campaign’s “Just Bring the Beer” slogan.
The campaign includes various Molson Coors brands, including Coors Light, Miller Lite and Coors Banquet, along with beers that “elevate the occasion” like Blue Moon and Peroni. To round out the effort, Molson Coors is selling limited-edition Beer Dinner Decals to disguise any case of beer as a holiday dish, like mashed potatoes or turkey.
“Just Bring the Beer” will run through the end of the year and is the first new work by the alcohol giant that highlights beer as the ideal pairing for any occasion. The campaign arrives as alcohol consumption has been on the decline, especially among younger cohorts.
Molson Coors saw a revenue decline of 2.27% year-over-year in Q3. The company plans on shifting numerous resources, including marketing spend, in order to drive future growth, according to an earnings call.
