In a bid to get consumer attention before the warm-weather season begins, Molson Coors Canada hosted a blowout to debut its latest beverage, Coors Light Iced T, at Sound Academy on April 3. The summer-inspired, orange-hued bash was one of the largest product launches in the company’s history, with some 3,000 guests in attendance. “We wanted to create an event that brought the summer early with Coors Light Iced T in a premium way, with a South Beach or Las Vegas pool-party feel,” said Molson Coors Canada's sponsorship, events, and promotions manager, Joe Splinter.
The new iced-tea-flavoured beer is part of the company's push to capture a new market—namely wine and cocktail drinkers. “Tea-based beverages have been hugely popular over the past 10 years, so we knew that a beer-based drink with tea flavour would have a wide potential audience,” said Paul Rudge, senior brand manager for Coors Light.
Brand messaging at the Toronto launch was clear, with an emphasis on summer and the amber colour of the drink. Orange beach umbrellas, branded cabanas, and all-white lounge furniture gave a South Beach feel to the decor. Additionally, interactive screens on the dance floor simulated a pool and brand ambassadors circulated in orange wigs or straw fedoras. Guests were also invited to dress to match by wearing summer whites and donning a pair of branded sunglasses handed out at the door.
Under the mandate of “tasting is believing,” sampling will be an important part of the Coors Light Iced T campaign. Molson Coors Canada has planned 12 similar launch parties across Canada, as well as smaller-scale regional events and a travelling mobile sampling unit. “Events provide wonderful opportunities for us to connect with our consumers and gives them the chance to sample our beers in unique venues with a fun atmosphere,” Rudge said. “We’ve placed a great emphasis on events throughout our long history, to the degree that we’re one of the few companies in Canada who have a full in-house events team.” For now, the new brew is only available in Canada.