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


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),...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands