Coors’ Blow-up Beers

Four thousand two-foot high inflatable Coors bottles have been dropped on the doorsteps of targeted student properties during the course of a new campaign.

In an inspired piece of targeted activity, Coors has combined two of the things students love best: alcohol and inflatable objects. Students in the university towns of Sheffield and Lancaster have been waking up to find a very different kind of delivery on their doorsteps. Four thousand two-foot high inflatable Coors bottles have been dropped on the doorsteps of targeted student properties during the course of the campaign.

Stuart Renshaw, Coors senior brand manager, says, “This is a really exciting and innovative piece of activity. We’re always looking for new ways of supporting our customers and I think this one has really hit the spot. It’s unusual and edgy and I believe this activity will energise our customer’s outlets and see consumers enjoying our ice-cold refreshing beer.”

Vouchers attached to the bottles provide the lucky students with incentives to visit a range of local venues to collect free pints of Coors. Once they have been lured in, students will be entertained by Coors ambassadors and get the chance to play a Coors branded snowboarding game. But the fun doesn’t end there, as anyone who redeems a door-drop voucher will receive a piece of direct mail inviting them back to claim yet another free pint and a chance to win a Yeti-spotting holiday for themselves and five of their mates.
Beer and free stuff, it’s a winning combination. db January 2006