You are here
GOLDEN, Colo. -- Killian's Irish Red beer presented a new marketing campaign in New York this week that will appear on television, billboards and both on- and off-premise locations, marking a shift in the Coors Brewing brand's marketing strategy. The campaign, dubbed "Never Rushed," plays on the idea that crafting the beer takes time, and consumers must take their time to enjoy the beer because of it, the company reported.
The campaign acknowledges man's desire to break from the rush of career life and treat himself to a special beer -- Killian's Irish Red -- brand representatives told CSNews Online at the unveiling on Tuesday.
The TV spot, a 30-second ad created by Taxi Inc., will begin airing nationwide in March. It shows a "wired" male walking into a bar and breaking himself from his corporate self, by removing his jacket, briefcase, PDA and Bluetooth headset. As he approaches the bar, the bartender draws up a Killian's, but will not hand it over until the man gives up one last thing -- his watch. The TV spot closes with, "We take our time to brew this beer. Please take your time to enjoy it."
"It's a trend in America, and certainly a trend we see with our consumers -- 30s, professional males -- people everywhere are connected to their jobs 24 hours a day, seven days a week," said Jeff Billingsley, Killian's Irish Red brand manager. "We consider our beer to be for those times when men want to slow down and break out from their ordinary routine to try something different and special."
The "Never Rushed" slogan is inspired by the unique brewing process for the brand. Malted two-row barley -- a wheat-like plant that is allowed to germinate, then dried in a kiln before developing -- is used in most beers. Killian's takes the ingredient one step further and slow-roasts the malts until caramelized, giving the beer its red color and smooth, full-flavored body.
Point-of-sale materials will reflect the "Never Rushed" campaign with similar colors and themes. One features a pint of the beer on a wooden bar, with "A taste worthy of your time," below it.