Coors Seltzer encourages pledges to do less

The tongue-in-cheek campaign encourages water conservation with a campaign that runs across several media channels.
By Patti Summerfield
May 6, 2024

In partnership with Change The Course, Coors Seltzer is expanding its water restoration efforts with a campaign that includes both digital and traditional media.

Starting May 1, Canadians are being invited by the brand to visit Calltoinaction.ca to sign the pledge to take “inaction” this month, positively impacting water conservation efforts through noble inactions such as showering less, deciding not to separate laundry loads, and forgetting to water the lawn.

The campaign runs for the month of May and is supported by unskippable online video, print ads in the Globe and Mail and National Post newspapers, OOH and social, YouTube, and Instagram. Paid media was led by Wavemaker, social media was handled by Volt, while the creative strategy, production and PR was handled by Citizen Relations.

The idea for the cheeky campaign came from the millennial stereotype that they are laid-back, unambitious and entitled. The reality is that recent Deloitte research shows that 73% of millennials are doing more for the environment through actions they are actively not taking – like not driving and not eating meat.

Keisha Jemmott, client business manager, media for Wavemaker says the media strategy was developed not only to capture audience attention “but also provide channels that our audience will engage with and take measures to support a cause.”

Jemmott says Instagram was chosen as one of the media channels to drive millennials to take action, while the video on YouTube plays a key role in engaging and building resonance with the audience. The print component allows the campaign message to feel more personal, authentic and to bring the narrative to life through long-form written content.

The “Call to Inaction” campaign encourages Canadians to take a series of inactions to foster water conservation and highlights how by doing less, Canadians can decrease their water use and do more for the planet in the process. Since Coors Seltzer launched in Canada in 2021, the brand has worked closely with Change The Course to help protect Canadian waterways.