Think September is PSL season? Coors Light says not yet

September marks the beginning of the summer-to-fall transition, and while brands are usually rather quick to hop on to the fall marketing bandwagon, Coors Light thinks otherwise.

In their latest Instagram campaign, #CaughtByCoorsLight, the light lager beer brand encourages Canadians to savour the last days of summer. It’s a refreshing, light-hearted jab on people who have ‘fallen for fall’. The goal is to remind people that there are still 21 days till the end of Summer, which falls on 22nd September.

The ‘Made to Chill’ lager beer brand, with Instagram as their key communication platform, is encouraging Canadians to tag the brand in pictures/videos of people engaging in fall-themed activities. Supporting this, the brand has created a series of reels in which people indulging in fall activities, such as picking apples and buying decorations for Halloween are caught off guard.

Staying true to the campaign message #CaughtByCoorsLight, the brand has tactfully chosen Instagram to keep the conversation going, generating views, impressions, and engagement. It reinforces phrases such as – “don’t let autumn get the best of you”, “keep the chill going” and more, to solidify the messaging.

The cherry on top is a contest that gratifies participants with $250 to keep the chill going. In a time where topical content is anticipating an influx of all-things-fall, this refreshing idea stands out, cuts through the clutter, and really taps into the collective sentiment of summer love!

Marketing Manager Shivali Patel said the goal is to generate earned social conversation, encourage the creation of User Generated Content and position Coors Light as a brand that Canadians turn to to enjoy the last few days of summer.

The ads are running across Facebook, Instagram, and Twitter until 22nd September 2022. Paid media is powered by Wavemaker.