- Challenge -

As the No. 2-selling beer in the United States, Coors Light’s awareness among 21-34 year-old drinkers was high but purchase consideration was at an all-time low.

Coors Light was in the midst of a re-brand to gain relevancy and consideration with younger legal-aged beer drinkers. Our partners were needing help to align their new branding strategy with professional sports properties. 

How do we locally launch a new national brand campaign?

How do we grow purchase intent among younger beer drinkers?

- Opportunity -

Built on the cultural insight that younger legal-age drinkers are actively seeking ways to temporarily step away from their lives spent always “being on,” which can be exhausting and overwhelming.

There needed to be a reminder for them to take a moment, step back, and “Chill” and there’s no better way to turn-off and chill than with the cold refreshment of a Coors Light.

Using the foundation of the Chill campaign we took it a step further and partnered with the NBA and the Los Angeles Clippers to own the chill moment with sports fans.

- Solution -

We combined the relentless hustle and winning culture that the Clippers embody along with the “Chill” brand communication strategy to amplify our Coors Light / Clippers partnership.

Our outdoor creative lived within high traffic installations throughout Downtown Los Angeles, Hollywood, West-LA and Orange County.

We planned and executed a sales strategy for retail (off-premise) and restaurants, bars, events (on-premise) featuring point of sale elements as well as geo-targeted promotions and digital display advertising to capture consumers at the most relevant times to purchase product.

To gain authenticity we developed custom social media creative for the Los Angeles Clippers to post on Facebook, Snapchat and Instagram.

- Results-

• Sales were 3x higher than initial estimates within targeted on and off premise accounts.

• Increased fan engagement by over 250% across Coors Light and the Clippers social channels.

• Consumers on social media were talking about Coors Light 33% more than other brands in its competitive set.

• Social media posts were shared at a rate 10x higher than in the timeframe preceding the campaign’s launch.

• We successfully opened new points of on-/off-premise accounts and increased product sales at targeted locations.