• by Teresa Buyikian , 2 hours ago

As many prepare to attend or host Thanksgiving celebrations this week, Molson Coors’s new campaign takes some of the pressure off deciding what guests should bring to the dinner table.

“Just Bring the Beer” is the brand’s latest portfolio-wide campaign, created with Droga5 NY,  “that celebrates beer as the ultimate no-pressure, no-pretense crowd-pleaser that brings people together.” The campaign highlights the uncomplicated nature of beer: it’s “sharable, pairs well with food and.. requires no planning ahead.”

The creative includes out-of-home, digital and social media executions for multiple Molson Coors brands including Coors Light, Coors Banquet, Blue Moon, Miller Light and Peroni.

Executions show faceless guests bringing the aforementioned beers to Thanksgiving, with lines such as “Can’t cook, carve or coordinate?,” “Step-by-step instructions can be misleading,” Can’t tell a meat carver from a chainsaw?” and “There are hunters, and there are gatherers. You are neither.” The line “just bring the beer” is the takeaway for all.

A short video, seen here, features guests such as “The Crowd Pleaser,” “The Minimalist” and “The Handful” all arriving to holiday gatherings, with beer of course. The video runs across Molson Coors and individual brand social media channels.

“For years beer has played a unique role in bringing people together, and ‘Just Bring the Beer’ brings that to life in a relatable way,” a brand rep told Marketing Daily in an email. “It also reflects a broader effort from us as a company to highlight beer as the perfect option to celebrate any occasion responsibly and remind people of what makes beer -- and our portfolio of brands -- so special.”

The new creative also includes a set of Beer Dinner Decals, available at JustBringTheBeer.com, that guests can put on their beer to transform it into an actual Thanksgiving “dish.” Sticker images include a turkey and the lines “This is turkey” and “You’re welcome for not cooking.”