“Coors Light Keeps Your Chores Light" is the slogan of the latest Coors Light marketing campaign. Together with Procter & Gamble’s Tide Cleaners, the beer brand makes room in its customers’ tight schedules for a chill Saturday of watching college football and not worrying about that pile of dirty laundry in the corner.
Saturday is a day for college football and always has been. Unfortunately, household chores often interfere with relaxing on the weekends. That’s why Coors Light and Tide decided to send reinforcements.
The national laundry and dry-cleaning franchise and the beer brand, an unlikely pair in and of itself, have offered to take care of their customers’ laundry. While handling chores, customers are invited to crack open an ice-cold Coors Light and immerse themselves in a laidback weekend of college football and care-free fun.
“We don’t want people doing laundry on Saturday; we want them to be at a bar,” said Marcelo Pascoa, Coors VP of marketing.
In other words, Coors Light is making their marketing count where it matters. No amount of traditional marketing, no matter how well-devised and executed, will have results if customers don’t have the time to actually go out and consume the product.