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Creative

72andSunny & Coors Light Urge You to 'Climb On' in Motivational New Campaign

03/02/2016

72andSunny LA

Advertising Agency

Los Angeles, USA

263

ADD TO COLLECTION

03/02/2016

The campaign is a departure from the brand's focus on male consumers

In its first work with 72andSunny, Coors Light has launched a new campaign that appeals to both men and women and is a significant departure from the brand’s previous sole focus on male consumers. Titled 'Climb On,' the new campaign encourages people to celebrate the personal mountains they climb in their own lives, highlighting challenges as opportunities that make each person unique. Coors Light even reveals its own mountain in its brewing practices, as it details the challenges that come in creating “The World’s Most Refreshing Beer.”

The campaign debuted on TV from January 31 during the Winter X Games with a 60-second film entitled “Whatever Your Mountain.” The spot features multiple vignettes of individuals pushing their limits - running, performing, bull riding, boxing -- to encourage and inspire others to climb their own mountains and honor the struggle in the journey by enjoying a Coors Light as the reward for the feat.

The creative will also air during the NBA All-Star Game and Coors Light NHL Stadium Series game from Coors Field in Denver and will be supported by digital, social media, out-of-home and event activations including at the 2016 Coors Light NHL Stadium Series games in Minneapolis and Denver.

In September 2015, MillerCoors picked 72andSunny as the lead creative and digital agency for its Coors brands, which includes its general market and multicultural marketing.