Dive Brief:

• Coors Light launched a rebranding campaign targeting millennials and Gen Zers who seek a break from the "always-on" world. The "Made to Chill" campaign is the first work from the brand's new creative agency Leo Burnett, according to materials shared with Marketing Dive.
• The effort launches today with video ads on streaming sites Hulu and YouTube, and on live TV during "Shark Week." The spots promote moments that aren't typical times to drink a beer, and pitches Coors Lights as the "official beer of being done wearing a bra," the "official beer of drinking in the shower" and, in a Spanish language clip, the "official beer of Saturday morning."
• Coors Light claims the omnichannel marketing campaign will reach 90% of 21- to 34-year-olds an average of nine times in August, per the press release. The effort also includes a newly designed social media push, a sponsorship of Will Ferrell's "Ron Burgundy" podcast, influencer partnerships and more than 500 out-of-home (OOH) displays nationwide. Additional elements will be revealed throughout the year.

Dive Insight:

Coors Light is looking to stand out in a marketplace that not only has countless options for beer, but also wine, liquor and beverages both alcoholic and non-alcoholic. These non-beer options have seen growth among millennials, who tend to prefer healthier booze or are abstaining from alcohol altogether. Millennials are also increasingly staying at home rather than going out at night. With this in mind, Coors Light is hoping to convince a hipper, younger audience that Coors is a relaxing choice when relaxing at home, whether in the shower or while making Saturday brunch at home.

One video directly targets women, highlighting the beverage as an appealing choice after a busy day at work. In the "official beer of being done wearing a bra" spot, a woman takes off her bra and unwinds with a Coors Light. This focus on female millennials comes as MillerCoors competitor AB InBev has tried "banning basic" and calling out sexist language to attract these consumers.

The broader "Made to Chill" push comes just months after the brand hired its first female CMO. MillerCoors tapped former Kraft Heinz CMO Michelle St. Jacques as its new marketing head in January, and this is her first campaign with the brand. St. Jacques and company are pulling out all the stops for this multichannel campaign, using digital, video, social, influencers, OOH, podcast sponsorships and more as it looks to reach 90% of its target consumers nine times next month.

Meanwhile, U.S. beer sales were down 1% in 2018 overall, according to the Brewer's Association, and the rise in popularity of craft beers isn't helping the big legacy players. Craft beer sales rose 4% in 2018 and accounted for 13.2% of sales with retail sales commanding $27.6 billion, more than 24% of the $114.2 billion U.S. beer market. Millennial male drinkers spend an average of $66 a month on craft beer while millennial female drinkers spend $50 a month on craft beer, per research from C+R research. Overall, millennials spend an additional $5 per month on beer than older generations, and Coors Light has an opportunity to snag some of this market share with its new focus on younger consumers.