The world is living in unprecedented and “sucky” times. While most brands are going for a tone of solemn empathy and trying to spread positivity and compassion, Coors Lights went in another direction in their America Could Use a Beer campaign.
Coors Light is articulating how people are actually feeling about this time which is that it just sucks and that it sucks for everyone in different ways. However, Coors Light is here to make this “sucky sucky suck suck suckiness of historical proportions” just a bit better with their beer.
The advertisement goes back in time and shows a long line of tough times in American history which beer was apart of. It went back to the American Revolution when George Washington and his men drank beer during the war to stay motivated and the Great Depression when Americans called to lift the prohibition to press on. While beer didn’t solve anything, it made life a little less “sucky” and boasted Americans’ morale.
Coors Light wants to do the same in their #CouldUseABeer campaign. It plays on the phrase “I could use a beer” because let’s be real, we all could use a beer to cheer up and stay positive in these unforeseen times.
Originally, the campaign was inspired by a 93-year-old woman who held up a sign that said, “I need more beer!!” and Coors Light sent her 10 free cases. Now Coors Light wants to supply more Americans with their beer while we are all feeling down in this “sucky” time. Coors Light is currently encouraging people to nominate a friend or loved one who deserves a free 6-pack of Coors Light.
This advertisement may not tug on people’s heartstrings like many of the other advertisements are during this “sucky” time; however, it’s relatable and empathetic in its own nature. It’s telling people that it is okay to have a hard time right now because this time sucks. Although Coors Light cannot solve the ongoing pandemic, it wants to help make this “sucky” time more bearable for Americans since we could all use many beers.
