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...