There is a wide range of options in the beer industry, which are created via variations on several factors that are related to brewing process to the ingredients used to create a specific flavor. Nonetheless, not everyone has the palate to identify differences that create these variants and brand loyalty levels change from country to country. Fortunately, in hot/warm-weather countries there is a common denominator and a desire that must be satisfied: beer must be cold.

CHALLENGE

Drive Brand Penetration by increasing top of mind awareness by presenting Coors light as the unparalleled icy-cool experience

IDEA

Chill out… with Coors Light sudden Icy Cold Pause.

EXECUTION

“Bringing snowy mountains to the City” Leverage Snowy mountains imagery – as core brand asset – and make urban convenience stores, strategically located in major / most used commuting routes or streets as “billboards” that can be seen from a distance.