March 20, 2007
Coors Light asks, why wait till 5:00 to start drinking?
In a brilliant advertising campaign combining interactive online media and a slack work ethic, Coors is planning to introduce its new Silver Bullet Express Beer Train to Happy Hour. Which now starts at 4:53.
In creating these ads, Coors noticed that their target consumers, men ages 21-34, do almost all of their online reading at work, and between 3 and 6. Since these guys have already indicated their feelings on the relative importance of doing their jobs late in the workday and, say, reading Maxim.com, the strategy for selling beer to them pretty much designs itself. Regular ESPN.com readers are practically begging Coors Light to launch a speeding beer train across their screens at 4:53 PM local time, signalling that it really is OK for them to have completely given up on productivity for the day, because it's already happy hour!
Avenue A/Razorfish, the agency that designed the 4:53 online beer train, says the ads will also include a Happy Hour Countdown clock. The train and clock will presumably trigger a Pavlovian response in industrious drinker-workers, and give them enough time to get out of the office, down to a bar, and actually be pouring a Coors Light down their gullets by 5:00.
"It’s getting back to the roots, back to a brand promise of cold refreshment," says a VP at Draft FCB, the agency that designed the TV ads that will tie-in with the 4:53 train. Solid American roots of cold refreshment and a 7-minute shorter workday.
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