When it comes to mixing beers and fitness, Michelob Ultra has long dominated the marketing conversation with ads that for years have blended drinking with running, biking, hiking and other athletic feats. Now Coors, with the help of Ali Wong, is trying to get a piece of the action.
A new campaign from Droga5 features the actress and comedian as the voice of a can of Coors Pure, a new variety of brew marketed as USDA-certified organic. Ads show the talking can praising drinkers for fairly common athletic feats, like going for a bike ride or a run. The campaign, called “Because You Tried Today,” targets “average Joes and Janes who are trying to live a more balanced life and celebrates their everyday fitness wins,” according to a statement.