Must-See Marketing: Coors Light and Canada Goose look to inspire

Plus, P&G and Microsoft mark International Women’s Day with female empowerment ads

A weekly digest of the most important stories and ideas in advertising and media, from our colleagues at Marketing.

This week in Ads You Must See:

Other items of note from Marketing:

Coors Light is looking to bring fun back to its brand by calling on millennials to “climb that mountain.” But they’re not talking about actual mountains. The brewing company is hoping the new ad—called ‘The Mountain Speech’—will “inspire millennials to conquer their own personal (and more light-hearted) summits, like getting on stage for amateur comedy night or ordering food at a drive-through window, on foot,” writes Marketing’s Rebecca Harris. There are actual mountains in the TV spot, but Greg Major, marketing director of Coors Family of Brands, Coors Light said they’re meant to be symbols of “endless possibilities.”

Watch the ad here.

Loblaw is selling blemished, misshapen and undersized produce under the “No Name Naturally Imperfect” brand. The ugly vegetables and fruits were previously reserved for dehydration, juices or sauce soups, but the grocery chain is now making them available to customers at a discount. Bags of Naturally Imperfect apples and potatoes are already being sold in select grocery stores in Ontario and Quebec, and cost up to 30% less than other fruits and vegetables.

Read more here.

Finally, Canada Goose’s chief marketing officer Kevin Spreekmeester shared the secret to the brand’s success: being authentic. At Toronto’s Dx3 digital marketing conference, Spreekmeester said that the starting point for Canada Goose’s digital strategy is to use digital platforms to tell stories that stayed true to the brand. The company launched three short films late last year as part of its ‘Free Air Life’ campaign, which focused on “a different person sharing the story of their love with and connection to the outdoors,” writes Marketing’s David Brown. Canada Goose had “become a little bit too street” according to Spreekmeester, and the campaign was a way for Canada Goose to re-establish its position as a true outdoor brand:

Similarly when Canada Goose was approached by filmmaker Greg Kohs about being part of a feature length documentary on champion dog sled racer, Lance Mackey, they saw a good fit for the brand. “We don’t’ have brand ambassadors, we have what we call Goose People,” said Spreekmeester. “We believe they live and breathe for something bigger than themselves.”

Mackey is a cancer survivor whose treatment left him unable to feel his extremities — a particular danger for any athlete who competes in extreme cold.

Watch one of the short films here.