Coors Light begins Parenthood campaign
By Derek Winkler
Molson Coors Canada has begun a campaign for its Coors Light beer brand called “Cheers to Parenthood.” Developed by Rethink, the campaign encourages consumers to appreciate the work done by parents. It also encourages parents to take time for themselves. The effort consists of out-of-home and print advertising, along with a social media-based content and public relations. The creative depicts parents in various situations such as coaching a soccer team and hosting a birthday party. Media work is being done by Wavemaker, with social media support from Volt and PR by Citizen Relations.
“At Coors Light, we believe that chill is a choice, but we know that choosing chill is a lot harder when you’re entering one of the most demanding phases of your life: parenthood,” said Leslie Malcolm, vice-president of marketing at Molson Coors Canada. “Our ‘Parenthood’ campaign is our way of raising a toast to the moms and dads who make it a priority to balance parenthood with some well-deserved chill.”