Coors Light #RefreshforSummer Campaign
How Coors Light increased their awareness during their summer campaign
Client: Coors Light Trinidad & Tobago
For Coors Light’s Country Manager (CARICOM), re-entering into the Trinbagonian market meant addressing a couple of key challenges. At the top of the list was the need to increase awareness and visibility amongst the brand’s target audience. This was step number one in our client’s move towards elevating the brand’s sales figures especially since there was little to no marketing efforts within recent years.
As a full-service integrated marketing agency, we were asked to devise a locally-relevant and integrated Summer Campaign that would address the major challenge. We also needed to ensure that we ticked the box on creating enjoyable branded online-to-offline experiences for consumers.
In order for the brand to rank top of mind, we understood that Coors Light would need to stand out amongst its competitors in the alcohol industry; differentiation was key! While we are believers in the power of storytelling to create those profitable brand-to-consumer connections, we wanted to ensure that fans could also live the brand’s core message in a way that was still culturally aligned with the Trinbagonian market. We wanted them to believe that Coors Light was THE beer to fuel the life of any party. As such, this was a priority for us in crafting the integrated solution for the client.
The campaign featured the following:
Maracas Beach Take Over (Offline Activation)
Our proposed approach to their flagship summer beach takeover event that currently runs in other markets was poised to not just create awareness and engagement but also drive conversions i.e. sales. Bringing the idea of “cold refreshment,” fun, excitement to Maracas Beach, attendees experienced refreshing mist upon entry at the event, games energised by the sounds of a popular DJ and the trendy personalities of influencers and refreshments that secured brand’s cultural appeal and relevance. Consumers present were prompted to share their offline experiences online using the activation hashtag.
Using the power of digital, our executions across Facebook and Instagram would drive awareness of the event as well as foster engagement amongst the fans on the theme of the campaign. Tactics developed consisted of:
Pre-event posts that embodied the spirit of the brand, its consumers and the experiences the combination of both create
Boosting of competition-based posts to maximise reach and participants
Live posting to FB and IG Stories, showcasing fun and engagement at the event
Woven into both online and offline experiences were micro-influencers. Understanding that the brand was re-entering into the market, the influencer strategy needed to secure authenticity especially with the core consumer. As such, we engaged micro-influencers who were already Coors drinkers.
Other marketing initiatives done for client:
- Integrated Marketing Strategy
- Brand Storytelling
- Influencer Marketing
- Traditional Media Planning and Scheduling (Radio + OOH)
- Production of Radio Ads (through third party)
- Event Activations