It’s not everyday you can sit in a war room and throw out the idea of taking your bra off after a long ass day of work, and have people respond well to it. But finding uniquely subversive and relatable moments that are the perfect occasion for having a Coors Light helped us win the business after a three month long pitch. We shifted the brand from their traditional “cold” motif to a more modernized ethos of “Chill.” And so was born the “Official Beer of Chill” campaign.