Coors Light: America Could Use a Beer

Coors Light, a beer brand, sought to quench the USA's thirst for beer during the COVID-19 lockdown with its campaign America Could Use a Beer.

Campaign details

Brand: Coors LightAdvertiser: Molson Coors Canada IncAgency: ICF Next

The Situation

By April 2020, terms like "shelter in place" and "lockdown" were firmly entrenched in America's vocabulary. As headlines about hospital-bed shortages and skyrocketing death tolls dominated headlines, many people resorted to a sort of voluntary house arrest to keep themselves and their neighbors safe. And that was particularly true for older people, who were the most vulnerable to the virus' effects, making them largely dependent on others for essentials like groceries.

Outside Pittsburgh, 93-year-old Olive Veronesi found herself in precisely that situation....

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