Coors Light: Chillboards

Coors Light, a beer company, reintroduced young consumers to its brand and drove sales by 'chilling' communities.

Campaign details

Title: ChillboardsBrand: Coors LightProduct: Coors LightIdea: Nord DDBCountry: Denmark

Duration of CampaignLocation/RegionGenderTarget audienceSocio-economic LevelBudget
3 months or lessNorth AmericaNon-specificOtherLowUSD 600.000

Objectives

Coors Light was losing younger drinkers to new alternatives to beer. Think seltzers, ready-to-drink cocktails, and even legalized cannabis.

On a deeper level, though, younger drinkers found the brand irrelevant. One such drinker told us, "If Coors Light were a person, they'd just enjoy being mediocre."

They had lost any connection to the brand.

Therefore we...

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