Friday, 26 March 2021 14:41

Denver Marketing Ad of the Month: America’s New Thirst Trap

“Tell us your marketing department is young and on TikTok without telling us your marketing department is young and on TikTok.” That’s a top comment on Coors’ latest commercial: America Has a New Thirst Trap, a 15-second ad promoting their new line of hard seltzer beverages. As a Denver marketing agency, we’re always on the search for emerging and innovative ads that are especially effective in reaching their target audience. And this ad brilliantly achieves exactly that. 

After a “thirst trap” TikTok trend went viral, Coors took advantage of the trend and used it to introduce their newest product: hard seltzers. In the spot, Doja Cat’s rendition of “Put Your Head on My Shoulder” plays as the camera slowly pans down the front of a can of Coors Seltzer (condensation and all). Suddenly, the lights go out, the can of seltzer becomes outlined by a dark red background, and the music changes to something deeper and bass-heavy. And “America’s New Thirst Trap” is officially introduced. 

What makes this ad effective?

There are a number of factors that determine whether or not an ad is going to resonate with the people it’s trying to reach. Here are a few of the reasons why this commercial in particular is so effective.

Knowing their target audience

If you really want your ad to resonate, you need to know your target audience. In this particular ad, Coors is targeting Gen Z, who make up more than 60% of all TikTok users (Forbes). TikTok, a short-form video-sharing social media site, often has viral trends that use the same music and filters, which is exactly what this ad took advantage of.

Taking advantage of trends

Coors saw an opportunity to participate in a viral trend and they took it (and nailed it, if we might add). TikTok trends often last for anywhere from a few weeks to a few months, and Coors launched this ad at the perfect time. TikTok trends are also a great way for businesses and brands to show a lighter side of themselves and incorporate humor and pop culture references. 

Promoting on the right platforms

Not only is creating an engaging ad important – so is promoting it on the appropriate platforms too. For this ad, in particular, it’s important that Coors promotes the spot on TikTok itself as well as other social media sites that have a high percentage of Gen Z users.

Our favorite comments 

We weren’t the only ones who loved this ad. Here are some of the top comments from the viral video.

“I mean really that’s marketing brilliance. Know your audience.”

“This is actually amazing.”


“Whoever came up with this idea deserves a raise.”

“Sales after that ? ? ? ? .”

“I’m not going to lie this is fire.”

“I SCREAMED when I saw this the other day.”

“This is the best commercial I’ve ever seen in my life. I hate Coors but I respect their marketing team.”

Clearly, this ad has resonated with the right audience and will definitely benefit the Coors brand in the near future. Let’s just hope that Coors can keep up the momentum with Gen Z.

Improve your advertising with a top Denver marketing firm 

If you’re interested in creating effective ads like Coors’ “America Has a New Thirst Trap,” reach out to us today at the Real FiG Advertising + Marketing. We always take the time to identify and understand our clients’ audiences and create results-driven ads and marketing materials that will resonate with the right people. 

Contact us today to learn more about what makes us a top Denver marketing agency.