In Canada, it is stipulated that eoe beer brands cannot invite artists or KOLs as spokespersons to reduce the risk of attracting underage drinkers.
However, Coors Light, which has long been named after the well-known Canadian music festival OSHEAGA, urgently needed a spokesperson. Therefore, the brand had an idea and decided to screen brand fans to disguise themselves as artists.
Kurs Light Beer first established a pseudo record company and invited brand fans to register as "artists" on its official website to shoot art album covers for them. Ironically, the brand considered these album covers to be "pseudo artist style" after all, so they were a bit humorous and abstract, such as a man lying on his side in a pink cloud sea and holding Kurs Light Beer; When the woman lifted the Kurs light beer, flames erupted from all sides; In the black and white style cover, the man is holding a Kurs light beer and shedding a tear of affectation .....
In addition, Kurs Light Beer will also provide selected "artists" with the opportunity to truly experience the life of an artist, such as the right to participate in the OSHEAGA music festival, including the right to visit the backstage of the festival, hold exclusive meet and greet events, and take professional styling photos on site.
Through this creative approach, Kurs Light Beer allows fans to naturally associate the brand with music festival scenes through participation, achieving brand dissemination among the target audience through a "live action" approach.
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