Molson Coors launches organic Coors Pure with an actual beer run
It’s 5 o’clock somewhere, so lace up your sneakers and get ready to break a sweat, because Molson Coors wants to celebrate the launch of its new low-calorie lager, Coors Pure, by sending you on a beer run. Literally.
Between today and April 14, consumers of legal drinking age who go for a jog in the shape of a Coors Pure can, and map their circuit with a running app, can enter to win a 12-pack of the new product on the house. The giveaway is foundational to Coors Pure’s new launch campaign, appropriately dubbed “Beer Run.”
“As we approach summer, more exercise enthusiasts are making their ways to parks and streets across the country,” says Marcelo Pascoa, VP of marketing at Molson Coors, who adds that the company is “excited to introduce a beer that is the perfect refreshment for those who also try to live a healthier life.”
The USDA-certified organic brew—a first for Molson Coors—is officially debuting nationwide today to mark National Beer Day, which honors the 1933 enshrinement of the Harris-Cullen Act, a federal law that legalized the sale of some beers and cleared the way for an end to Prohibition in the U.S. later that year.
To snag a free 12-pack of Coors Pure, all consumers have to do is submit a screenshot of their beer can-shaped running route within the next week to [email protected], which will award winners with a $15 prepaid Mastercard that can be used toward their boozy purchase.
Additionally, consumers who live in New York City can make their way to Central Park before 9 a.m. this morning to meet up with the “Coors Pure professional runners”: a team of athletes outfitted with giant QR codes, each of which can be scanned for rebates that are good for a 12-pack of Pure. While New Yorkers will be able to submit receipts for the rebate until April 21, eligible purchases must be made by April 14.
Up to 10,000 cans of Coors Pure are set to be given away as part of the campaign, Molson Coors confirms.
“Beer Run” will further support the Coors Pure rollout via TV, podcast, digital and social channels on top of its initial exercise-themed giveaway. The creative for the launch campaign was handled by Droga5, which Molson Coors added to its agency roster late last year on the same day the agency lost Heineken USA’s Dos Equis brand to Sid Lee.
Molson Coors’ new release is part of a targeted strategy aimed at Coors Pure’s most direct rival: Anheuser-Busch’s Michelob Ultra, which enjoys a long-established foothold in the wellness beer space, Beer Marketer’s Insights reports. (Not to mention Michelob Ultra Pure Gold, Mich’s health-conscious spinoff brand that is somewhat akin to Coors Pure; both are USDA-certified organic and have similar calorie counts.)
New Coors Pure, along with other brands including its Banquet lager and hard seltzer lineup, are collectively positioned to help “grow the Coors brand in 2021,” Molson Coors’ chief marketing officer Michelle St. Jacques recently told the industry publication, adding that the company’s plan to go toe-to-toe with Michelob on taste and calories “is working.”
Coors’ strategy of launching Pure with a fitness tie-in isn’t exactly new to the wellness beer category, either. Michelob Ultra has been known for securing athletes, celebrities and even CGI robots to star in its Super Bowl ads that often portray the joy of a crisp post-workout beer.