Molson Coors is entering the hard seltzer world with an unusual campaign centered around “the easiest volunteer program on the planet.” Based on an insight from a Nielsen study that Americans drank 87 million gallons of hard seltzer in just this past summer, the new Coors Seltzer will help save America’s rivers, with every 12-pack sold restoring 500 gallons of water. The company has committed to restoring at least one billion gallons during the first year.
In order to accomplish this goal, the brand is partnering with Change the Course, a program of the national nonprofit the Bonneville Environmental Foundation that specializes in helping its partners implement water restoration and is the leading national source for corporate water restoration. The partnership will identify and oversee projects around enhancing stream flows, modernizing irrigation, and restoring fish and wildlife habitat in 14 states.
To kick off the program and engage customers in helping turn the large amount of hard seltzer consumed to be “water neutral,” the first 175,000 12-packs will be paid for by Coors. Customers simply need to send in a rebate to get their first 12-pack for free. This “volunteer program” therefore just involves purchasing and drinking Coors Seltzer, while the Change the Course partnership really engages in the hard work to save the rivers.
The launch will also be supported by a contest across social platforms, where customers can upload photos of themselves engaging in a volunteering activity using the hashtag #CoorsSeltzerSweeps for the chance to win a year’s worth of hard seltzer.
Why It’s Hot
As a later entrant into hard seltzer, Coors needed a unique reason to convince people to try out their new beverage. The light tone of the campaign coupled with the push toward sustainability that resonates with their audience’s values, on top of a rebate that let’s people try the seltzer for free, should give the brand a strong start.