Molson Coors promotes ‘organic but chill’ competitor to Michelob Ultra
- Molson Coors Beverage Co. this month expanded the campaign for Coors Pure, the brewer’s first beer to be certified as organic by the U.S. Department of Agriculture. The nationwide push includes several spots on TV, streaming services and digital media, and will be most pronounced on late-night talk shows before expanding to more dayparts this summer, per a blog post.
- Comedian Ali Wong provides the voice for Coors Pure, humorously complimenting people on their meager achievements as they crack open a can of the beer. A suburban mom who tries to jog while taking a walk and a man who uses a standing desk while working from home reward themselves with a Coors Pure in the spots, which end with the phrase “because you tried today” and the brand’s tagline: “It’s organic but chill about it.”
- Since its rollout in March, Coors Pure is meeting sales expectations while 12-packs of its regular flavor are exceeding forecasts by 24%, according to the company, which also said a citrus-flavored version of Coors Pure is currently available in the Northeast.
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