Campaign details
Brand: Coors LightBrand owner: HeinekenLead agency: Kinetic, StarcomContributing agencies: CKSK, Clear ChannelCountry: Irish RepublicIndustries: Beer & ciderMedia channels: Mobile & apps, Outdoor, out-of-homeBudget: Up to 500k
Executive Summary
Coors Light is Ireland's 4th best-selling lager and the only top-five lager in Ireland to grow in both value and volume metrics in 2015. The number of drinkers over the years has grown, but, to maintain momentum, we needed to increase active engagement with our male customers aged 18-34. Our aim was to increase "Closeness" to our...