Coors Light Celebrates the Pure Bliss of Removing Your Bra After a Long Day

Leo Burnett attempts to align the brand with small moments of joy in this new campaign

A woman drinks Coors Light as she removes her bra.
Coors Light is repositioning itself as a beer made for "unexpected moments of release."
Coors Light

Many women can relate to the feeling of relief that comes with taking off your bra at the end of a long day; it’s a small but significant act that marks the shift from day to night, a subtle nod to the fact that an evening of Netflix—and maybe a few glasses of wine—lie ahead.

But Coors Light wants to be the alcoholic beverage of choice for moments like these, at least according to its latest campaign, the first out of the gate from its new creative agency Leo Burnett.

Called “Made to Chill,” the effort showcases various scenarios in which people put down their phones for a bit and take a minute to relax by cracking open a Coors Light.

The campaign, which targets millennials and Gen Z, is somewhat of a departure from traditional beer advertising, as it’s devoid of beach scenes, celebrity spokespeople and the like. Instead, it aims to give viewers a more realistic picture of how Coors Light is enjoyed on a day-to-day basis.

For instance, one spot, which is aimed at Spanish-speaking audiences, shows two roommates waking up on a Saturday morning to cook some breakfast sandwiches and watch soccer.

Another shows a man enjoying a shower beer while he rinses off.

(Curiously, text at the bottom tells viewers, “Do not attempt.” An agency spokesperson said the disclaimer was included to ensure the ads were “advocating safe and responsible drinking, even when in the shower.”)

“Cold has always been part of our brand DNA. And Coors Light’s mountain-cold refreshment is the perfect antidote to a world that won’t stop being on,” wrote Ryan Reis, vice president of marketing for Coors Family of Brands, in a statement. “But in a world where millennial and Gen Z drinkers have more and more choices, we have one job to do: give them a new reason to reach for Coors Light.”

The effort kicks off this week with video content across streaming services including Hulu and YouTube, as well as live TV on programs such as Shark Week. The brand is also posting more than 500 out-of-home displays nationwide, in addition to sponsorship of Will Ferrell’s Ron Burgundy podcast and partnerships with influencers.

Leo Burnett was chosen to lead creative duties for Coors Light in May of this year following a review. 72andSunny previously led the account.

Coors Light’s parent company MillerCoors brought on Michelle St. Jacques, its first female chief marketing officer, earlier this year.

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