Watchale! Coors Light Wants To Know How You Stay Cool

Coors Light, which was amazingly named the best light beer in America a few weeks back, has launched a new contest that focuses like a laser beam on the growing Latino beer drinkers market.
At a newly launched website, www.piensafrio.com, drinkers of the watery brew are encouraged to submit their stories, in English and Spanish, concerning just how they stay cool under pressure, and how Coors Light specifically enables that coolness.
We will say this: Coors Light never gets cold. Most people drink it so fast it never has a chance to change temperature.

Coors Light, “The World’s Most Refreshing Beer,” is encouraging adult beer drinkers to share ways they stay cool, with unique prizes going to those with the best submissions. Entries can be submitted by legal U.S. residents in either English or Spanish to www.piensaenfrio.com.

When things heat up, how do you stay cool?

– Do you stay cool to score the winning goal?

– Do you play it cool when a pretty girl walks by?

– Do you keep cool under pressure?

Contest participation is easy — adult beer drinkers, 21 and older, just submit an original video, photo or blog describing how they stay cool. Entrants can register and submit videos, photos and blogs at http://www.piensaenfrio.com/concurso. Once entered, other adult consumers can vote on entries. Entries can be shared by email, social networking sites, blogs, etc. The top entries will be determined by a combination of votes and a Coors Light judging panel which will evaluate entries based on creativity and originality (40%), closeness to the Piensa en frio theme (50%) and representation of Coors Light (10%).

Sure, you can submit your entries in English, but it’s pretty clear from the “piensa en frio” theme that this particular contest is marketed to Hispanics. So we reached out to Coors Light to ask if this was a new focus for the company. Turns out, the Latino market is a heavy priority for the Silver Bullet.
“This is just one of many initiatives Coors Light conducts to reach Latino beer drinkers,” said Jennifer Volanakis, a spokeswoman for the MillerCoors parent company. She noted that other aspects of the campaign include sponsorship of NFLatino.com, the only Spanish-language website that will feature highlights of NFL games, live news, stats and scores; mini football tournaments at participating bars and restaurants in Latino-heavy markets such as Los Angeles, New York, San Diego, Dallas/Fort Worth and Phoenix; and another contest, this one co-sponsored by TV Azteca, that gives drinkers the chance to win tickets to the Mexican soccer finals.
Hey, whatever you think of Coors Light, you have to prefer their marketing to the Latino community–bathe them in free stuff—to that of the people at Budweiser, who simply defiled their classic adult beverages with diced tomatoes and fish juice. The prizes in this contest are pretty damn good, ranging from a stainless steel cooler to a complete dart set to a watch. Even if you don’t like the beer, you gotta love the swag.
Coors Light Contest Asks Adult Consumers How They Stay Cool [Marketwire]
Image [Neonsign.com]