Campaign details
Brand: CoorsLead agency: 72andSunny/Initiative LimitedRegion: North America
Objectives
Primary objectives are consideration and engagement. In order to meet aggressive volume goals, Coors Light must build a relevant long-term brand by acquiring new millennial adult drinkers. Like much of the rest of the domestic light beer category, Coors Light is viewed as a low quality offering by a generation that increasingly has come to expect more. And relative to Bud Light, Coors Light dramatically under-indexes in Millennial penetration.
Primary KPIs for this effort were consideration vs. Bud Light, brand health attributes (refreshing and quality),...