U.S. HISPANIC
Coors Light Takes Cold Activated to a Whole New Level with Chilling Radio Campaign
4 de abril de 2025
In the spot, see the announcers wade into ice plunges to read Coors Light’s radio ad scripts, and the results were refreshingly chill
Coors Light, the beer synonymous with mountain cold refreshment, is launching a groundbreaking radio campaign that embodies its iconic cold activation feature. In a daring move, the brand partnered with alma agency to create Cold Activated Announcers, a radio spot featuring voice actors who recorded the advertisement while immersed in an ice plunge chilled to a frosty 42 degrees.
The campaign celebrates Coors Light’s signature cold activated cans and bottles, where the mountains on the packaging turn blue at the perfect drinking temperature. To authentically capture the essence of mountain cold, the voice actors braved the extreme conditions, delivering a refreshingly chill performance that brings the brand’s message to life.
Listeners can experience the unique radio spot on national audio streaming platforms starting April 2nd. A behind-the-scenes launch video, available now, showcases the actors’ chilly endeavor and the creative process behind this innovative campaign.
“There’s no question that Coors Light is best enjoyed chilled, and there’s no better feeling than watching the mountains turn blue when your beer reaches the perfect temperature. We’re taking it up a notch by making our radio ads just as refreshing as our beer. It’s hard to make something sound mountain cold purely through sound, so we had our announcers take the plunge and do it themselves” said Marcelo Pascoa, VP of Marketing for the Coors Family of Brands.
“Cold Activated Announcers is an idea that draws on the craft required for a great audio campaign, and then amplifies it with authentic social content that engages consumers on more platforms. The hilarious work is the perfect way to show the benefits of the brand’s color-changing label, and bring consumers on a journey of understanding just how chill a Coors Light is when it’s the perfect temperature” said Álvar Suñol, Chief Creative Officer, alma.
“The most exciting part of making Cold Activated Announcers was letting go of control when it comes to the final product. The script is simply there as a vehicle for the voice actors to bring their authentic reactions to in the ice bath, so the funniest parts ended up being the things they said that weren’t scripted, and that we couldn’t predict. The mystery of it all kept us all on our toes and ended up delivering a more authentic and funnier end cut” Gabe Ferrer, Executive Creative Director, alma.
