Coors Light Snapchat Mt. Everest Live Story

Coors Light, a beer brand, reached millennials in the US by collaborating with Snapchat to produce ads on the first ever snap from the Summit of Mount Everest.

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),...

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