*This website is not endorsed by, affiliated with, maintained, authorized, or sponsored by Coors Light or the Coors Molson Brewing Company. The athletes pictured here are in no way affiliated with Coors light. Aside from Amy, I’m not even sure if they like it.
The evil genius of marketing and propaganda Edward Bernays began his career in 1927 by strategically hawking Lucky Strike cigarettes to housewives, the majority of whom didn’t smoke. Supported by doctors, the spin was meant to encourage women to use cigs as a substitute for food. Simultaneously, he used sneaky imagery placed in mainstream publications to promote thinness as a beauty standard. The campaign was a huge success; Lucky Strike made a big ol’ pile of nicotine stained cash and women everywhere began to cough & shrink.
His next great milestone in his proverbial quest to give women lung cancer happened 2 years later. Feminism was starting to simmer in kitchens across America but for women, public smoking was still taboo. Bernays exploited that social climate, nicknaming cigarettes “Torches of Freedom.” He hired a group of thin (but approachable) actresses to chain smoke on a float in the New York City Easter Parade. The campaign was another big triumph; women started lighting up wherever they wanted. Cigs were now burned into the female psyche as symbols of their new “independence.”
Modern marketing & advertising continued on using Bernays’ psychological techniques and “pack mentality” theory but people started catching on. Marketing scrambled to stay one step ahead in this never-ending game of cultural cat and mouse. In the late 60s, “edgy” or “alternative” started to be cool and agencies began harnessing counter cultures, producing things like “The Un-Cola” 7up campaign (yeah, way cooler cause it’s not cola….)
THEN, like a lazy rebel alliance, the millennials came swooping down and completely flipped the script. Fat cat marketing execs were pulling their damn hair out. All the old rules created by Darth Bernays were flushed down the toilet, leaving those Mad Men in the dark, especially in the Beer industry. Forever dedicated to peddling overt masculinity, Beer companies had never targeted women with their ads, and often used sexy female imagery to boost sales to their favorite demographic, 18-49 year old men. But THEN a few years ago (waaaa, waaaaaa…) the beer industry started losing money.
Everybody knows the new norm is all about inclusivity. With advertising constantly in their faces, younger generations aren’t buying the old bullshit. Women currently own 51% of the wealth in the US, and companies are chomping at the bit to get a little piece o’ dat. Coors Light, my personal favorite, was the first big beer company to gamble on the changing demographics, with the “Climb On” campaign. With hints from the new millennial playbook, the campaign features subtle imagery of women climbing mountains side by side with men, with progressive-ish slogans (example below.)
So, real talk, one of the reasons we started this project was, straight up, so we could quit our jobs and hit the road full time. We’re good to go, but we can’t fuel the van with government cheese, ya feel me? We need schmoney. Alignment. Coors Light is a natural fit 🤷♀️.When the mountains are blue, my heart is warm and familiar. I have been drinking Coors Light for like 20 years. It’s the perfect beer to drink while skating; refreshing, crisp & cold (If you’re not in Canada.) In the AMT (After Me Too) world of inclusivity, we’re pretty much the shit. And Una, Fabi, and Breezy are skateboarding gods. Gone are the days when women sat at home chain-smoking Lucky Strikes. Where others see obstacles, we see opportunity. Our mountains build resilience, Coors Light. Whatever your mountain, climb on.