COORS LIGHT SOCIAL

Leveraging earned social to make Coors Light refreshingly cool (again).

More often than not, the strongest insights come directly from human truths found on social. And during my time as a creative and strategist on Coors Light, one such unavoidable truth was that the Jonas Brothers really really loved Coors Light. It was everywhere. They’d chat about it on social, post pictures with it and even drink it at their own weddings — all completely unprompted by the brand. We sought to make things official by inviting them to the Coors Brewery in Golden, CO and having them bottle their very own limited edition Coors Light featuring their very own likeness atop the iconic Coors Light Colorado mountains. And through GoPuff, fans could purchase one of the rare 6-packs for themselves. They sold out within a day.

This wasn’t the only time social media chatter led us to surprise celebrity partnerships. After Patrick Mahomes and the Kansas City Chiefs won the Super Bowl, an image of the QB shotgunning Coors Light at the championship parade started to circulate online. A real-time exercise in copywriting led to Coors Light’s most viral social post to date, including a ‘Like’ from Mahomes himself. It’s widely considered to be the tweet that kicked off the long-running partnership between Patrick and Coors Light to this day.

The CMO of MolsonCoors was so thrilled by the quick social thinking, that she shared it with 5,000+ attendees at the annual Molson Coors Distributors Conference: