Pascoa said Molson Coors arrived at Drioga5 after reaching out to a range of agencies. “At the end of the day, we saw a lot of great creative but this [Droga5] was the idea we felt was the most powerful of them all.” The company considered a portfolio ad or a single brand ad, Pascoa added “but there was a third option which was whatever you think is going to be the best creative, make our brand stronger and sell the most beer.”
While shut out of the game for years, Coors Light and Miller Lite developed a knack for creatively surrounding the Super Bowl, with campaigns including Coors Light’s “Dreams” in 2021, Miller Lite’s “URL” (2021) and Metaverse bar (2022).
“Roadblocks and barriers have led to some of the best creative work, and we want to keep that up,” said Sofia Colucci, global VP for Miller and economy brands for Molson Coors. “We don’t think of this as a 30-second ad, we think of it as a way to break through in culture. You can expect we’ll take that same level of creativity [to the Super Bowl spot].”
AB InBev will run ads in the game, even though it no longer has exclusivity. Two other alcohol brands have confirmed ads so far—Crown Royal and Rémy Martin.
from Digital Marketing Education https://ift.tt/ORlMyfP
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