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31 July 2010
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Coors Light Roadtrip

The brief: Position Coors Light as a premium American lager, encourage brand switching and increase rate of sale in the On Trade. Overall to deliver a Coors Draught experience which could be communicated through the line.

The solution: A multi-layered campaign around the theme of a ‘Road Trip’, which saw a promotional squad taking a Road Trip across Northern Ireland in Coors Light branded Nissan Navarra jeeps.

In bars, an instant win promotion offered the chance to win Road Trip “souvenirs”: passport covers, t-shirts and bottle coolers.

Plus consumers in both on and off trade also had the chance to win the Ultimate Road Trip for 2 across Route 66 in USA via a skill-based online competition by entering a unique code at www.coorslightroadtrip.com.

The entire campaign was also communicated via pre-event POS, as well as a 48 sheet poster campaign and phone kiosk ads (also created by Elevator).

Results: 31% increase in volume sales of Coors Light across 133 on-trade outlets during period May/Jun/July. 21% increase in Take home sales