With temperatures soaring into the 90’s, consumers in Puerto Rico were looking for ways to escape the summer heat. Coors Light saw this as a major opportunity to generate brand excitement while reinforcing the cold refreshment attribute.

1. SUMMER
CAMPAIGN
2018

2. COORS LIGHT SUMMER
Overview
With temperatures soaring into the 90’s, consumers
in Puerto Rico were looking for ways to escape the
summer heat. Coors Light saw this as a major
opportunity to generate brand excitement while
reinforcing the cold refreshment attribute.
This is a brief overview of the #VeranoCoors
campaign with focus on the digital components of the
program. The campaign began in July and
ended in a major event in September to celebrate the
end of the summer season in Puerto Rico.
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3. COORS LIGHT SUMMER
Program Objectives
TARGET AUDIENCE COMMUNICATION OBJECTIVES DIGITAL OBJECTIVES
18 – 25 years old, ABC SEL, self-
motivated, men and women, with
a spirit of determination. They
believe life is a journey and they
like to celebrate along the way.
They are challenged with the
current economic situation and
how it affects their life (spending,
outings, etc.).
+
+
Reinforce cold refreshment
credentials in a locally
relevant way.
Reconnect and regain
relevance among the
young consumer segment.
+
+
+
Increase engagement among
young consumer segment.
Drive awareness by
amplifying consumer
promotions, events and
happy hours.
Drive trial from Online to
POS and to Events.
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4. 4Is our content resonating with
consumers?
ENGAGEMENT REACH RONPON DELIVERIES BUTTS IN SEATS
Are we effectively reaching our target
with campaign content?
Are we effectively communicating and
promoting this service?
Are we filling campaign activities to
capacity through digital?
Are we encouraging consumers to be
our best marketers?
UGC SHARE OF VOICE SALES LIFT BRAND HEALTH
Are consumers talking more about us
versus the competition?
Are we using digital to drive
consumers to purchase?
Are we advancing the refreshment
attribute in brand health surveys?
3
COORS LIGHT SUMMER
Program Objectives

5. COORS LIGHT SUMMER
Embracing Consumer Insights
During strategy development, the team
leveraged social listening to find, analyze
and extract insights from over 26k
summer-related social media posts from
Puerto Rican fans.
We also leveraged on Google interest to
understand the what, how and when are
people preparing form summer time in
Puerto Rico. With solid understanding of
keyword frequency we had an idea who
to talk to the audience and respond to
their needs.
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6. COORS LIGHT SUMMER
Overview
The digital components of this campaign
were organized into three primary phases.
The program started in July with a
communications phase designed to drive
awareness of #VeranoCoors. It then
moved on to engage consumers with a
focus on generating excitement and driving
them to points of sale. Finally, it ended in a
major event in September to celebrate the
end of summer.
Now we’ll take a look at the various digital
executions from each phase.
JULY
COMMUNICATE
Establish the summer identity and
build anticipation for the upcoming
summer packaging.
JULY / AUGUST
ENGAGE
Engage consumers with focus on
driving them to key points of sale
and generating buzz.
SEPTEMBER
CELEBRATE
Bring the local community to
celebrate the end of summer like
only Puerto Rico can.
!7

7. !20

8. COORS LIGHT SUMMER
Phase 1: Communications
To kick off the campaign, the team dressed
up their social channels (banners and
avatars) with visuals designed to combine
cold refreshment and the summer season.
The concept of ‘Refreshing Puerto Rico’ was
first introduced in this phase as was the
campaign hashtag #VeranoCoors.
While simple in execution, these
foundational elements began to lay the framework
for the campaign messaging that would extend
through the summer months.
!8
WATCH VIDEO

9. COORS LIGHT SUMMER
Phase 1: Communications
VIEW POST
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Given the communications objective to
‘Reinforce cold refreshment credentials in a
locally relevant way’, the team launched limited
edition packaging for the local market. To help
align the packaging to the summer season, the
palm trees on the can turned blue when cold.
The summer packaging was introduced during
the communications phase to ensure
consumers were on the look out for it at various
points of sale.
WATCH VIDEO WATCH VIDEO

10. COORS LIGHT SUMMER
Phase 2: Engage
Having laid the foundation for the summer
campaign and introduced the new
packaging, it was time to make consumers
part of the conversation.
The team launched a user generated
content (UGC) component that encouraged
consumers to get a video of an ice-cold
Coors Light touching the skin of an
unexpecting ‘victim’. Consumers could
upload their videos to the Coors Light
Facebook page for a chance to win a Yeti
cooler and other ‘refreshing’ prizes.
In looking at just a handful of consumer
posts, it’s clear that this tactic drove
awareness of the new can and generated
excitement among consumers.
!10
WATCH VIDEO WATCH VIDEO

11. COORS LIGHT SUMMER
Phase 2: Engage
Throughout the whole campaign we also
had a solid community management with
gifs, exclusive pictures and videos.
We leveraged on Giphy.
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VISIT URL

12. COORS LIGHT SUMMER
Phase 2: Engage
To help reinforce the ‘refresh Puerto Rico’ messaging,
a series of Coors Light beach takeovers took place
during the peak of the summer season. Select beaches
were dressed up with Coors Light decor and roped off
to give the sense of exclusive access.
The team used paid media to drive awareness to
these events, targeting ABC consumers within a
certain radius of each event.
The events were key in capturing digital content for
use throughout the rest of the campaign. Videos and
images of local consumers enjoying the beautiful
beaches of Puerto Rico while enjoying Coors Light
would prove invaluable throughout the rest of the
summer season and for years to come.
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WATCH VIDEO
VIEW POST

13. COORS LIGHT SUMMER
Phase 2: Engage
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WATCH VIDEO
WATCH VIDEO
WATCH VIDEO

14. COORS LIGHT SUMMER
Phase 2: Engage
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Instagram was used with intent - for real-time coverage at each event. All stories are saved on Highlights https://www.instagram.com/coorslightpr/
https://www.instagram.com/stories/highlights/17865046348270629/
https://www.instagram.com/stories/highlights/17959594105110665/

15. COORS LIGHT SUMMER
Phase 2: Engage (Online to Offline to Online)
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With a focus on driving sales and increasing Coors Light visibility, we partnered with local delivery service RonPon. Through a mobile device, consumers could
order up a Cold Bag full of Coors Light and have it delivered to them right in their beach chair. While a first attempt at this innovative mechanic, over 100 Chill
Bags full of Coors Light were delivered to consumers on the beach!
ORDER RONPON
ECOMMERCE
GET A SPOTIFY FLYER INSIDE OR SEE THE CONTENT IN OUR PAGE SCAN THE SPOTIFY CODE AND ENJOY THE PLAYLIST
What’s a day on the beach without some
refreshing tunes? Tapping into the target’s
passion for music, the team created a Spotify
playlist featuring Puerto Rico’s most popular
indie artists.
By scanning a code, consumers
were automatically directed to the
Spotify playlist where, as you’d
guess, #VeranoCoors messaging
was prominently featured.
During the campaign, over 1,600 people
listened to and followed the summer playlist.
https://www.instagram.com/stories/highlights/17899259998219334/
https://www.instagram.com/stories/highlights/17969112586011812/
WATCH VIDEO

16. COORS LIGHT SUMMER
Phase 2: Engage
To compliment the beach takeovers, the team also
hosted three exclusive catamaran trips. By invitation
only, a handful of lucky consumers could join Coors
Light for an incredible day at sea.
The process to win a chance to join was simple - Tag
two friends on the Coors Light Facebook page who
deserve to go. Winners were chosen randomly from
the comments. But in using this simple ‘tag a friend’
tactic, reach was dramatically increased. Anytime
someone is tagged, that post shows up in their feed,
ultimately helping to increase organic reach.
Like the beach takeovers, these activations were
wildly successful in capturing content that would
help this campaign and beyond.
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WATCH VIDEO VIEW POST

17. COORS LIGHT SUMMER
Phase 2: Engage
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https://www.instagram.com/stories/highlights/17875127623253715/
https://www.instagram.com/stories/highlights/17955537634117722/
WATCH VIDEO WATCH VIDEO
Like the beach takeovers,
these activations were wildly
successful in capturing
content that would
help this campaign and
beyond.

18. COORS LIGHT SUMMER
Phase 2: Engage
Key opinion leaders (KOL’s) as well as macro
and micro influencers can really help boost
campaign reach and engage new audiences.
For this campaign, the team partnered with
local KOL Mimi Pabon (458k followers) as
well as a handful of micro / macro-
influencers that aligned to the target.
These influencers were invited catamaran
trips and the final event and encouraged to
capture the excitement to share with their
digital audiences. In just one activation,
these influencers helped the team reach
over 150k local consumers!
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MIMI PABON

19. COORS LIGHT SUMMER
Phase 2: Engage
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REACH MASSES
MACRO INFLUENCER - KOL
REACH ‘TRIBES’
MICRO INFLUENCERS
ORGANIC REACH, FRIENDS & FAMILY
UGC
MIMI PABON
DEAR BLAZER PAOLA ALEJANDRA
STORY 1
STORY 2

20. COORS LIGHT SUMMER
Phase 2: Engage
Finally, leveraging a tactic that the local
team specializes in, the team used digital
to drive consumers to on-premise
accounts.
Partnering with the Sales Team, they
crafted a calendar of Happy Hour events
during the campaign and used hyper-
targeting to promote the events to target
consumers near the venue.
!16

21. COORS LIGHT SUMMER
Phase 3: Celebrate & Delight
The campaign ended in an invitation-only event designed to
celebrate the summer season. Held at the Intercontinental
Hotel, in an exclusive pool and beach party.
During the celebration, the MC encouraged attendees to
capture the event and share on their social channels with the
campaign hashtag for a chance to win a Yeti cooler, generating
tons of UGC.
!17
WATCH VIDEO
WATCH VIDEO
WATCH VIDEO

22. COORS LIGHT SUMMER
Digital Results FACEBOOK
So how’d we do? Well, we hit or exceeded
all of their digital KPI’s. We learned a ton in
the process and are already putting those
learnings to work for the 2018 Holiday
Campaign.
And, most importantly, digital helped realize
a 7% lift in sales over plan in August and a
4% lift over plan in September.
Number of Posts
Average Daily Reach
Average Daily Interactions
Reach Engagement Rate
Number of Posts
Fan Growth
Reach
TARGET
32
115k
108
2.0%
INSTAGRAM
TARGET
16
400
12k
ACTUAL
37
133k
201
2.53%
ACTUAL
32
488
20k
%
-
+15%
-
+26%
%
-
+22%
-
Interactions 2,000 2,560 +28%
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23. COORS LIGHT SUMMER
Digital Results
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24. COORS LIGHT SUMMER
Campaign CX & Content Journey
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25. NBA PR CAMPAIGN
Any Learnings?
LEARNINGS FOR THE INDUSTRY
Young adults are a very complex demographic to satisfy. Brands appealing to this group need
to take risks, challenge the norm, do the unexpected and be disruptive. But this is just the
price of entry into their consideration set, this group doesn’t believe on brands, but on what
they mean to them, they feel no commitment and don’t forget mistakes easily. So as
marketers, we need to be them, feel like them, live like them…understanding them might be
impossible but those brand that at least try with honesty, will come out successfully.
ADAPTATION & EVOLUTION
Coors Light is a brand that has been taking serious jabs from the competition, nonetheless, it
is obvious the brand has taken a different approach to brand-building. Moving to a digital first
model and adding science to the art of creativity has allowed it to push the bar against all
odds. Sales-lift and brand trackers prove the strategy is working. The evolution and
passionate tone of voice shows great copywriting towards an experiential campaign.
GROWTH
The brand achieved an 5% lift in sales during Summer period, in line with the plan objectives
and very good numbers for the most important period of the year.
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