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Problem: Coors Light wanted to capture market share from its primary Southern California competitors, Corona and Bud Light. For the initial summertime push, they needed a way to identify Coors Light as a California staple, without the clichéd imagery that is so often relied upon in the media. Solution: We came up with the "Beer for Here" campaign, which showed locations from around California where Coors Light was consumed. We made an effort to use spots that would be known to the locals, but likely not recognizable nationally. This gave the campaign an insider's feeling, and differentiated it from all the other advertising with depictions of the Californian lifestyle. Being Californians, we understood that there is no such thing as "the California lifestyle" and that nobody wants to be seen as a cliché. Anyone who has grown up in California understands there's more to it than guys who surf and girls in bikinis. We didn't want to ignore the beach, because there is definitely a strong summer association with the water, but we wanted to show that it wasn't just Los Angeles we were talking about. Using photography of specific locations, such as the Marin Headlands and Del Playa Rd. in Isla Vista gave us the opportunity to show our knowledge of the target demographic: males 21- 25. We showed areas of the state where kids meet up to mountain bike, camp, surf, skate, rock climb, and otherwise enjoy the outdoors. And we strongly associated Coors Light with the celebration that invariably follows these activities.
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