Marbury Creative Group
Glitter Marketing Minute

Talk About a Polished Campaign

Coors Lite has taken its Blue Mountain color-changing technology to new frontiers: fingernails. The cool kids of cold beverages have joined forces with Le Chat Nails to introduce Chill Polish, a tint that transforms when holding a beer at the ideal drinking temperature. (Perhaps this would have helped me land that job at that chameleon farm.) The product is an effort to place the Coors Lite brand into holiday conversations during a season when hard liquor is hot and beer sales drop. In an industry known for historically questionable sexist advertising tropes, this stands as a fresh way for a beer brand to target women and young men who wear nail polish. Now it’s simply a matter of time before we find out if Coors failed it or nailed it!

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