For years, Coors Light had owned the idea of cold - and with it, its spiritual cousin, chill. But their latest expression of this idea wasn’t resonating with drinkers. And after speaking with a few of them, it became obvious why:

The world was just coming out of a global pandemic. Young people didn’t want to kick up their feet and chill out on the couch. They wanted to get back out there.

So we gave their long-standing platform a much needed facelift.  

The aha moment: Chill isn’t just a verb (i.e. chilling out). It’s a value (i.e. being chill). And in an increasingly worked-up world, it’s never been more important.

The outcome: Choose Chill - a new tagline and guiding philosophy. Coors Light’s mountain cold refreshment delivers drinkers to a chiller state of being. 

We rewrote the blueprint for how the brand engages with the world - from the Super Bowl, to social, to partnerships, to point of sale - helping Coors Light become the fastest growing beer in America.