Coors Brewing Co. •
Coors Brewing Co. •
Credits
Copy & Art: Hanako M. Suzuki
The Ask:
Coors’ “Made to Chill” marketing campaign debuted in 2019, and ever since the brand owns the concept of “chill”… except they did not invent it.
The Insight:
Where did the concept of “chill” come from? Its roots lie in Black music culture in the late 1970s and early 80s.
The Idea:
Coors demonstrates that the most gracious thing a brand can do is to give credit where credit is due, and to use its platform to #makeroom for others.
Coors pays it forward with #Makeroom
Coors has profited off of the concept of “chill” for years, yet they did not invent it. So, to make things right, they will use their platform as a big-name brand to educate its consumers on the Black roots of the concept “chill” through various activations.
The manifesto below will be the announcement that will kickoff the #makeroom campaign. It will be printed on magazines and billboards as well as shared digitally.
Revival of the OGs
It is believed that the slang term “chill” was first used in “Rapper’s Delight” by Sugarhill Gang in 1979 and “Zulu Nation Throwdown” by Afrika Bambaataa in 1980. Coors recruits young Black rising artists to do a cover of the songs that coined the term “chill” to give them new life for the younger generation and to keep its legacy alive.
Coors Light will literally #makeroom on the store shelves for select Black breweries by including a bottle of their beers in their six-packs (of course, this is on Coors' dime and the profits will be shared equitably). Like scooting over at the table—because they deserve access to that shelf space, too.