As a junior I had the chance to write localized Texas radio for the Coors Light “Made to Chill” campaign, which is all about finding bits of pause during our day-to-day lives—a moment to step back and turn off, to become a little more in tune with ourselves.
We thought since TX kicks back bigger than anywhere else in the country, we should convince Texans they needed the mother of all Kick Back Beers… a Coors Light.
And thus, a Texas-sized moment of Chill was born.
We also created the Texas Tallboy, an entire 24 oz of Lone Star State swagger.
Which you can still buy, sort of.
Made with Senior Copywriter Steven Jaynes alongside ACD James Fletcher.