Poor Philly

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City Paper in Philadelphia is warning residents of the Delaware Valley that an iceberg is headed straight for their shores.

This Friday at 4 p.m., Coors Light promises to “bring refreshment ‘as cold as the Rockies’ to life in a memorable way” by dropping a “30-foot snow mass” into the river off Penn’s Landing. This is all to promote the cans with the mountains that turn blue when they’re cold enough to drink.

In my opinion, experiential marketing is best when it’s not dripping in nacho cheese whiz. But then, I’ve never been a fan of the “own cold” strategy favored by the Goldenites. You only own cold if you want to mask the taste of the beer, and I highly doubt that was the intent. Rather, domestic mass producers believe in something they like to call “drinkability.” It’s a flawed concept that assumes beer is appreciated for its refreshing qualities, when in fact it’s not about that at all.

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About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.