Ron Burgundy 375

We can only hope there will be live reads as Coors Light announces it has signed on as a sponsor of the iHeartPodcast Network hit The Ron Burgundy Podcast when the show returns for a second season in August. The beer brand says Coors Light will tap into the show as part of its new multiplatform “Made To Chill” campaign targeting Millennials and Gen-Z.

Why a podcast? Coors says it is one of the ways that the 360-degree marketing campaign it has brewed up will reach 90% of 21 to 34 year olds an average of nine times during the month of August. In addition to the Ron Burgundy Podcast, Coors is also placing video ads on Hulu and YouTube and booking some time on traditional television such as Discovery Channel’s “Shark Week” and ESPN sports. There’s also a “revamped” social media look and feel to the out-of-home elements, according to the company.

"Cold has always been part of our brand DNA. And Coors Light's mountain-cold refreshment is the perfect antidote to a world that won't stop being on. But in a world where Millennial and Gen-Z drinkers have more and more choices, we have one job to do: give them a new reason to reach for Coors Light," said Coors VP of Marketing Ryan Reis in the press release announcing the campaign. Leading the creative is Leo Burnett, which was selected for Coors Light in May of 2019.

The Ron Burgundy Podcast is on hiatus until August when a second season is scheduled to launch. Nevertheless the show popped back onto the Podtrac ranker in June. That’s likely because iHeart released a “bonus episode” last month that featured Burgundy’s interview with Alex Rodriguez, the former New York Yankee and current co-host of the Barstool Sports podcast The Corp.