Coors Light just became the latest brand to step up to do their part amid the coronavirus pandemic as they announced plans to donate $1 million-worth of beer to Americans stuck in quarantine.
Fox News reported that the brand is expanding its “Made to Chill” campaign, which started in 2019, to send out $1 million worth of beer (or about 500,000 cans of Coors Light) to Americans in self-isolation. Chris Steele, marketing director for Coors Light, explained in a press release allows Americans to send a beer to someone “who could use a bit of refreshment.”
“A lot of times, when you see someone working hard, doing something really good, you want to recognize them and you take them out for a beer,” Steele explained. “That’s not really possible right now, but we want to help people get that brief moment of pause and enjoyment that Coors Light provides.”
Let’s face it – right now, America #CouldUseABeer. Tell us who could use a 6 pack and why. We’re buying.
Beer purch. req’d. Offer varies by state. See bio for T&C link. Ends 6/1/20.
— Coors Light (@CoorsLight) April 28, 2020
If you want to send someone a beer as part of this initiative, all you have to do is tweet at the friend and add the hashtag #coulduseabeer. The beer company will then send the person who was tagged a reimbursement code for one six-pack: it really is that simple!
Steele went on to explain that Coors came up with this idea after making a surprise delivery to 93 year-old Olive Veronesi, who became a viral star after pleading for more beer.
“As we saw when we delivered a stack of Coors Light to Olive, whose pleas for more beer went viral, an unexpected beer can light up someone’s day,” Steele said. “What inspired us most was how drinkers around the world saw Olive’s photo and started posting online about how they, too, could really go for a beer. We just think America deserves a moment to pause and enjoy a cold one, and we’re going to give it to them.”
During trying times like these, it’s nice to see brands stepping up to do what they can to make life a little easier for Americans.
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