Coors Light has partnered with award winning urban Latin music duo Wisin & Yandel. The duo holds 21 Platinum Album Awards and eight Gold Album Awards across the United States and Latin America. The World’s Most Refreshing Beer will refresh legal-drinking-age consumers while Wisin & Yandel turn up the heat with the summer program, “Coors Light Refreshes Your Summer.”
Coors Light consumers will have the opportunity to download music by Wisin & Yandel as well as other hot Latin artists all summer, keeping the party in full swing. By texting “MUSICA” to 42653, consumers will have access to one free music download per day and will receive one entry into a national sweepstakes that offers a chance to win a Coors Light branded “Refresherator” or a VIP experience at the H2O Music Festival in Los Angeles.
“The Hispanic community is passionate about music and Wisin and Yandel have established themselves as a power house in the Latin music industry,” said Rudy Rodriguez, MillerCoors senior director of multicultural marketing. “This year, Coors Light is refreshing the summer with the latest music and amazing VIP experiences for our consumers. There is nothing better than hot music and the world’s coldest beer.”
Wisin & Yandel will be featured on Coors Light point-of-sale materials as well as in digital media and at appearances at select retail outlets. The duo will also appear in Coors Light radio and outdoor advertising.
“Coors Light is refreshing and satisfying, just like our music,” said Wisin & Yandel. “Coors Light has been our favorite beer for many years, and we’re excited to work with the brand to bring our U.S. fans an amazing 2013 filled with unforgettable experiences.”