Coors Light gets extreme

The beer brand is the sponsor of Reebok's Spartan Race and has launched its "Mountain Survival" program.

Coors Light is looking to deliver on its brand promise of “Rocky Mountain Cold Refreshment” with the launch of its new “Mountain Survival” campaign and a partnership with Reebok.

The partnership will see the beer brand become an official sponsor of all Canadian Reebok Spartan Races (a global obstacle race challenge) across Canada throughout 2013, where it will host an interactive zone with Mountain Survival-themed activities and prize giveaways for race participants and attendees.

Gregory Major, director of marketing, Coors Light Canada, tells MiC that the brand is looking to reach adults from legal drinking age to 35.

The partnership is being accompanied by, and promoted through, Coors’ “Mountain Survival” campaign, which relies on TV buys on TSN and RDS, digital advertising and pre-roll on YouTube, Facebook, The Weather Network and, and a campaign microsite.

The campaign, which features media by MEC and creative by Draftfcb, also includes a contest, with scratch cards available in specially marked cases of Coors Light, and $6 million worth of prizes up for grabs. The grand prize is a trip for three to the Coors Light Mountain Survival event at the Sun Peaks resort in Sun Peaks, B.C., where consumers will participate in grueling mountain adventures and join in on the after-party.

Major says Coors’ “Mountain Survival” campaign and its partnership with Reebok Spartan Race are an effort by the brand to own the all-important summer months by connecting more deeply with consumers through unique and authentic branded experiences.

The “Mountain Survival” program will be in market until August.