Campaign details
Title: ChillboardsBrand: Coors LightProduct: Coors LightIdea: Nord DDBCountry: Denmark
Duration of Campaign | Location/Region | Gender | Target audience | Socio-economic Level | Budget |
---|---|---|---|---|---|
3 months or less | North America | Non-specific | Other | Low | USD 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...