Coors Light makes brave attempt to challenge young wine-drinking fraternity

Coors Light has abandoned the mountain tops (mostly) to become the “official beer of done wearing a bra” as it strives to attract younger drinkers (female in this case, obviously) who are more likely to dive into the chardonnay as they get home from work.

It’s the first campaign from new agency Leo Burnett, also featuring a bra-less bloke in the shower.

As an old-fashioned re-positioning campaign, with lots of what we used to call OTS (opportunities to see – which means short ads) it’s hard to see how it could have been done better.

A brave effort from a new female CMO. We’ll see. Suspect the chardonnay will win out in the end.

MAA creative scale: 8.