Coors Light Celebrates Parents Who Make the Chill Choice

As many parents are navigating or have just finished their kids’ Spring Break, Coors Light launches is new 'Parenthood' campaign. 

In a world where parents are constantly juggling restless nights, potty training, playdates, and so much more, it’s easy for parents to feel overwhelmed and underappreciated. After all, parenthood is the greatest gift, but it’s not always the most chill. Recognising the unsung victories of everyday parenting, Coors Light’s latest campaign celebrates parents who make the chill choice against all odds - the moms and dads who find a way to keep cool, enjoy the moment and make time to celebrate themselves - even after the most demanding days of parenthood. 

Playful creative developed by Rethink with photography by Ale Burset, features moms and dads facing relatable moments of parenthood, from coaching their kids’ soccer practice to hosting a birthday party and making it through their little one’s first flight, loads of luggage in toe.

Coors Light’s 'Parenthood' campaign is being rolled out through strategic print and OOH placements.

It is also being supported through an organic social contest where Canadians can enter for a chance to win a New Parent Tab for their parent friends to enjoy their next date night on Coors Light.