There’s a world where being healthy doesn’t necessarily mean waking up at 5am to run an ultra-marathon. There’s merit in small wellness choices – like going out for a run and having an organic beer afterwards. Or not going out for a run and having an organic beer. If you try to live a healthier lifestyle, that’s all that matters. There’s a world between being a health nut and enjoying a beer.

So we launched this product, Coors Pure, with a completely new brand voice and tone.
It’s overly enthusiastic, motivational, and honest.

**If she sounds familiar, you’re right.**

**It’s Ali Wong. She was the perfect inner voice to tell our heroes that they are enough, and they deserve a little break.**

In addition to the launch spot, we also created an activation for joggers to win some free Coors Pure. Because, they also deserve a beer if they’re running at 6am in Central Park.

On April 7th, which is National Beer Day and World Health Day, we launched the Beer Run in Central Park NYC. We had professional runners run in 6 different routes with QR codes on their backs, anyone who could catch up to them and scan it would be able to try our new Coors Pure beer.

The event drew a lot of local interest and attention to the new product.