Coors Light: Iceman to Canton

Light beer brand Coors Light leaned in to a local grievance to create a national story and improve consideration and penetration in the US.

Campaign details

Brand: Coors LightBrand owner: Molson Coors GroupEntrant company: Alma, MiamiMarket: North AmericaSector: Beer & ciderMedia channels: Online video, Outdoor,out-of-home, Packaging & design, Public relations, Social media, TelevisionBudget: 3 - 5 million

Executive summary

When you want to match your competitors' presence in America's biggest sport, but only have a local activation budget to compete against their national sponsorship, what do you do?

You lean in to your local audience's grievances to create a national story.

Light beer brand Coors Light did just that by championing...

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