The Coors Light Marketing Team Explains the Background Behind their Newest Holiday Campaign, The Coors Light Beerman

The holidays are here, and Coors Light is celebrating with a festive new tradition made just for grownups. Meet Beerman, our perfectly imperfect holiday drinking buddy, designed to keep your beer cold and your spirits up!

2020 has been a doozy at nearly every turn and the holidays are no exception. With fewer friends and family around to spread the holiday cheer (and beers!), Beerman provides Canadians with a new way to get creative and enjoy this holiday season.

Question 1: Why has the brand decided to take this approach?

We pay close attention to our consumers and understand that this year is challenging on so many levels. We wanted to take a lighthearted approach to creating memorable holiday traditions in 2020. The intention is to encourage our consumers to get creative this holiday season and find fun and safe activities. Coors Light wants Canadians to get outside, have some fun and enjoy cold beer.

Question 2: How can consumers participate?

The Coors Light Beerman is the easiest, chillest way to keep your beers cold and your holiday spirit high. He’s perfectly imperfect, and the best part? He’s easy to make from home. Just roll up some snow, add some eyes, give him a couple of beers to chill and you’ve created a new holiday drinking buddy. Take one glance at Beerman and you’ll notice he’s not your average holiday mascot - he is built for function over form, and anyone can replicate him with piles of snow and a few cans of Coors Light chilled to ice-cold perfection.

Despite the fact that many of our consumers won’t be able to see their families and friends, we don’t want them to feel alone. The Coors Light Beerman hopes to lift the spirits of our consumers while giving them a drinking buddy at home. Keep your beer frosty, create a festive friend, and get in the holiday spirit. Just roll up some snow, add some eyes, give him a couple of beers to chill and you’ve created a new (COVID friendly) holiday buddy. Take one glance at Beerman and you’ll notice he’s not your average holiday mascot. Beerman won’t beat you in board games, complain about the food or ask for a gift receipt. We guarantee he is the chillest addition to your holidays.

Written by Garrick Frittelli, Coors Senior Marketing Manager