Spark brand excitement while showcasing cold refreshment.
Case Study: #VeranoCoors Campaign
Beat the Heat: Coors Light Launches #VeranoCoors Campaign
As temperatures soared into the 90s, consumers in Puerto Rico sought ways to escape the summer heat. Coors Light recognized this as a golden opportunity to spark brand excitement while reinforcing its promise of cold refreshment. Thus, the #VeranoCoors campaign was born, focusing on engaging digital strategies to connect with the local audience.
From Awareness to Celebration: A Coors Light Multi-Phase Journey
The campaign launched in July, initiating a multi-phase approach that would captivate consumers throughout the summer. The first phase aimed to build awareness, highlighting the refreshing qualities of Coors Light through integrated marketing communications. As the summer progressed, the campaign shifted to engage consumers, utilizing targeted marketing strategies to generate excitement and drive traffic to points of sale. Finally, the campaign culminated in a vibrant event in September, celebrating the end of summer and deepening brand connections through experiential marketing.
Drive awareness and engagement through targeted promotions, events, and happy hours, while encouraging trial at points of sale (POS) and online.
Audience:
Self-motivated men and women aged 18–25, who celebrate life’s journey but are challenged by economic pressures affecting their spending and outings.
Key Strategies:
Amplify Promotions:
Promote exclusive deals and events through social media and influencer partnerships to boost visibility and excitement.
Engaging Events:
Host memorable events and happy hours in partnership with local venues to create connections and drive foot traffic.
Encourage Trial:
Develop online campaigns directing consumers to POS locations, with exclusive offers and giveaways to incentivize sampling.
Messaging:
Reinforce cold refreshment credentials in a locally relevant way to reconnect with and regain relevance among young consumers.
Metrics for Success:
Increased foot traffic to POS locations.
Higher engagement and attendance at events.
Conversion rates from online promotions to purchases.
The brand achieved a 5% lift in sales during the Summer period, in line with the planned business objectives.
Digital Campaign Phases
The digital campaign was divided into three key phases, each designed to strategically guide the consumer journey.
Phase 1: Communicate – Build Awareness: This phase introduced #VeranoCoors, using integrated marketing to raise awareness and showcase product differentiation.
Phase 2: Engage – Drive to POS: Targeted strategies were employed to excite consumers and drive traffic to points of sale, boosting in-store engagement.
Phase 3: Celebrate – Delight/Loyalty: The campaign wrapped up with a memorable end-of-summer event, designed to celebrate the season and strengthen brand loyalty through experiential marketing.
Each phase played a pivotal role in creating lasting brand resonance and consumer connection.
Phase 1: Communicate
Establish Product Identity and Differentiation
The challenge was clear: create a unique summer identity for the product that would capture attention and build excitement ahead of the new summer packaging launch. Our goal was to ensure the packaging didn’t just arrive—it made a splash. During the communication phase, we carefully timed the rollout across multiple channels, strategically placing it in front of consumers at every possible touchpoint. We embraced an integrated marketing approach, weaving the summer vibe into everything from social media teasers to point-of-sale displays. Each step reinforced the brand’s distinct summer feel, driving curiosity and anticipation that had consumers ready to experience it the moment it hit the shelves.
Phase 2: Engage
Engage Consumers and Drive Influence
The goal was to turn critical points of sale into meaningful moments of connection. We wanted consumers to engage with the brand not just in-store, but through real-life experiences that would leave a lasting impression. Live events became the heart of the campaign, capturing the essence of Puerto Rico’s beaches while fueling digital content. By leveraging real-time content creation and user-generated moments, we gathered videos and images of locals immersed in the summer experience. These visuals not only amplified engagement throughout the season but became valuable assets that strengthened the brand’s long-term presence and connection with its audience.
Phase 3: Celebrate
Celebrate the End of Summer with Community Engagement
We capitalized on Puerto Rico’s vibrant culture to unite the community for an exclusive end-of-summer celebration. The campaign built toward this invitation-only event, a final tribute to the summer season. To amplify the experience, we encouraged attendees to engage on social media, capturing and sharing their favorite moments using the campaign hashtag. This approach fueled a surge of user-generated content, spreading the event’s energy far beyond the venue. With the added incentive of a Yeti cooler prize, participants eagerly shared their stories, maximizing organic reach and creating a lasting buzz around the brand.
Audience Strategy
Engaging Young Adults: Strategies and Challenges
Reaching young adults demands a fresh, fearless approach. This demographic is all about boldness, challenging conventions, and embracing disruption. To capture their attention, brands must break from the ordinary and take risks. For them, it’s not about loyalty—it's about meaning and personal connection. They seek brands that reflect their values, and any misstep can quickly turn them away.
Highlights:
Prioritize brand meaning and personal relevance over traditional loyalty.
Embrace bold, disruptive marketing strategies that challenge the norm.
Minimize missteps, as young adults have little tolerance for errors.
Consumer Journey Strategy
Strategic Brand Optimization
Coors Light has thrived in a fiercely competitive market by taking a unique path to brand-building. By adopting a digital-first strategy and blending creative execution with data-driven insights, the brand has redefined success—advanced analytics guide every move, with KPIs like sales lift and brand health tracking validating their approach. The brand’s evolution is evident in its sharp copywriting and a tone of voice crafted to align with experiential marketing, driving deeper consumer engagement and lasting brand connection.
Highlights:
Merged creative execution with data-driven insights for a stronger brand strategy.
Utilized KPIs like sales lift and brand health tracking to measure success.
Enhanced consumer engagement through copywriting and experiential marketing.
