CLIENT
Molson Coors Beverage Company
Marcelo Proenca Pascoa, Global VP of Coors Family of Brands
Emily McCullough, Marketing Manager
Mauricio Suarez, Associate Marketing Manager
AGENCY
Luis Miguel Messianu, Founder & Chairman
Isaac Mizrahi, Co-President & CEO
Angela Rodriguez, SVP, Head of Strategy
Felipe Diaz-Arango, Associate Strategic Planning Director
Jorge Murillo, VP, Executive Creative Director
Gabriel Ferrer, Executive Creative Director
Gabriel Reyes, Creative Director
Vanessa Castaneda, Associate Creative Director
Jose Hawayek, Account Director
Jorge Espinosa, Executive Producer
Alvar Suñol, Co-President & CCO
Stephanie Albrecht, Account Supervisor
Ricardo Chuecos, Associate Creative Director
Beatriz Del Amo, VP, Group Account Director
Ivian Nunez, Junior Business Manager
Yeyo Marquez, VP, Director of Production
Marinet Quiñones, Director of Business Affairs
Mauricio Cadena, Senior Planning Director, Brand & Consumer Strategy
Carly Sutherland, Group Strategy Director of Content & Experience
Melis Cifcili, Digital Strategist, Content & Experience
Ryan Morejon, Senior Content Creator
ICF Next
Kylie Burness, Account Director
Alanna Glass, Partner
O Positive
Ralph Laucella, Founding Partner / Executive Producer
Animal Music
Moving Forward Studios Inc.
SUMMARY
To outshine other beers’ NFL presence, Coors Light earned the loyalty of local Las Vegas Raiders fans’ by turning their deepest grievance into a national story: Tom Flores’ overdue induction into the Pro Football Hall of Fame.
By advocating for Tom “The Iceman” Flores, one of the most accomplished coaches in NFL, the brand gave fans a platform to air their grievances, ultimately parlaying its local budget into national buzz and earning significant lifts in national recall, consideration, and penetration.
All while The Iceman finally made it into the Hall.
