Nimisha Jain, EVP of Strategy at Mischief, and Marcelo Pascoa, VP of Marketing at Coors, dive into Coors Light's brand evolution from 'Cold & Refreshing' to a concept of 'Choose Chill'. They discuss the shift from product focus to lifestyle branding, fostering deeper emotional connections. The guests explore innovative marketing strategies, including a humorous Super Bowl campaign that turns post-game blues into chill vibes. With an emphasis on mental wellbeing, they highlight a new approach that aligns with contemporary consumer preferences for relaxation.
