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Molson Coors promotes Coors Altitude
By Adnews Staff
Molson Coors has released an online video promoting a new product called Coors Altitude. The beer is aimed primarily at millennial-aged consumers. The interactive video features Canadian band Young Empires and depicts lead singer Matt Vlahovich climbing through seven layers of a "fantastical" world to reach a party on top of a mountain. Viewers can scroll up or down to see different parts of the creative, each containing a number of hidden clickable areas with additional content. The video has been posted online at <http://www.socruel.ca>. It was developed by Rethink, with media buying by MEC and public relations by Harbinger.
The overall launch campaign for Coors Altitude will also make use of promotional stunts, transit advertising, digital materials, social media activities and an influencer program.