Coors Light: Iceman to Canton

Light beer brand Coors Light leaned in to its local audience's grievances to take on its big-league competitors with a multi-channel activation that created a national story in the US to grow sales and raise awareness among its target audience.

Campaign details

Brand: Coors Light Brand owner: Molson Coors Group Entrant company: alma DDBIdea creation: alma DDB Market: United States Sector: Beer & CiderMedia channels: Online video, Outdoor, Out-of-home, Packaging & design, Social media, Sponsorship - sports, Websites & micrositesBudget: 1 - 3 million

Executive summary

When you want to dominate the cultural conversation around the NFL – America’s biggest sports league – but only have a local partnership with the Las Vegas Raiders to go against your competitors’ league-wide sponsorship, what do you do?...

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