16-Jan-2020 - Molson Coors Brewing Company

Saint Archer Gold to debut 30-second TV spot during pro football championship game

Saint Archer Gold, one of Molson Coors Beverage Co.’s biggest bets in 2020, will run a 30-second TV spot on regional CBS affiliates across the U.S. during the pro football championship game on Feb. 2, Chief Marketing Officer Michelle St. Jacques said today at a beer industry conference in Florida. 

“We have not had a lifestyle brand to play in the above premium light space until Saint Archer Gold,” St. Jacques said in a speech at the Beer Business Daily summit in Palm Beach. The new, near-national ad, which will hit on one of the biggest live television viewing days of the year, is “the perfect way to introduce the world to Saint Archer Gold.”

It represents the most significant ad buy during the big game for the company in several years.

The Helles-style light lager, which checks in at 95 calories and 2.6 grams of carbohydrates per 12-ounce serving, launched nationally on Jan. 1. Its first round of creative work debuted nationally over the weekend, with a 15-second TV spot airing during the pro football playoff games on Saturday and Sunday. A different ad will run during the pro football championship game Feb. 2.

The product-focused debut ad introduces drinkers to the brand’s attributes and point of differentiation: it’s a light, crisp and refreshing beer but with a slightly more hop-forward flavor profile than competitors in the fast-growing above premium light segment. Over shots of drinkers enjoying cans of Saint Archer Gold at the beach and in a bar, a voiceover says, “You can count carbs. You can count calories. But it only counts if the beer tastes good. Introducing Saint Archer Gold, the ultimate light beer with 95 calories and 2.6 grams of carbs.”

The spot also is running on late-night talk shows on ABC and CBS and during programming on networks such as ESPN, Bravo, E!, Comedy Central, AMC, Discovery, HGTV, FX and TBS. Its creative campaign also extends to social media and streaming services such as Hulu.

“And this is only the beginning,” said Paul Verdu, vice president of Tenth and Blake, the Molson Coors U.S. craft division, in a note sent to Molson Coors distributors. “We’ll be coming to you in the near future with … more new creative that will launch in February and beyond.”

Saint Archer Gold is aimed at active, health-conscious 25- to 44-year-old men and women. It is designed to compete directly with Michelob Ultra, one of the top-performing brands in the beer industry in recent years. Verdu makes no secret of Saint Archer’s goals or positioning: “We’re not shy about positioning it as an Ultra fighter. We believe Saint Archer Gold is a better beer, and we’re eager to share it with consumers across the country.”

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