Coors Light Takes on Summer with Three Interesting Campaigns

Credit: Molson Coors

We’ve all experienced it. One minute we’re relaxing, enjoying the sounds and smells of summer, the next we’re swatting away the peskiest of summer invaders — the bloodsucking flies we all love to hate … mosquitos. They disrupt our summer chill and can make our time outside unpleasant. However, this summer, beer lovers can fight back. Coors Light, the brand that launched the successful “Made to Chill” campaign and recently the “Official Beer of Everything Unofficial” campaign, created the perfect solution for the nuisance: the Coors Light “Thirst Trap.”

The idea is simple, a Coors Light consumer leaves a few sips at the bottom of their drink before attaching the Thirst Trap onto the mouth of the can. The remnants of beer will attract the mosquitos, trapping them there and allowing the consumer to enjoy their time outside. As Lindsay Wesloski, marketing manager for Coors Light, said in a press release, “Officially humans love Coors Light, unofficially so do mosquitoes. So we’re directing mosquitos straight to the source: the remnants of your delicious beer. By doing so, we’re reclaiming outdoor spaces during the best parts of summer.”

As our sister brand Promo Marketing reported, Coors Light also released a campaign with Kansas City Chiefs quarterback Patrick Mahomes. Promo Marketing reported, ” … he endorsed a branded flashlight rather than the beer, since NFL rules dictate that players can’t endorse alcoholic beverages. The flashlight was called the Coors Light, so Mahomes could get away with some solid double-speak without breaking any rules.”

Branded merch aren’t the only campaigns Coors Light launched this summer, it teamed up with the chief heat officer in Miami to help cool community buildings with unique billboards that no one will ever see. As Coors Light said in the video, featured below, “Coors Light is made to chill; what if our ads could chill communities as much as our beer does?”

The roofs of some Miami-area apartment buildings were painted a special type of white paint, which when applied can lower the temperature of the roof by as much as 50 degrees, significantly cooling the inside of the building on notoriously hot Miami days.

While it’s fun to see the Coors Light release of a Thirst Trap and Coors “Light,” it’s even more interesting to see a big brand working to try and alleviate an issue. Coors Light embedded itself within a community and brought awareness not only to itself, but to a real issue that affects those in hotter climates.