CLIENT
Molson Coors
Michelle St, Jacques, Chief Marketing Officer
Aaron Ormond, Senior Director of Brand Marketing
AGENCY
ChrisVon Ende, SVP, Creative Director
MikeWard, SVP, Creative Director
Kaylin Goldstein, EVP, Head of Planning
Jamie Mack, VP Account Director
LeighArmstrong, SVP, Account Director
Liz Taylor, Chief Creative Officer
Emma Montgomery, Chief Strategy Officer
Ashley Geisheker, SVP, Executive ProducerAlisa Wolfson, EVP, Head of Design
MarkBurgess, EVP, Account Director
Efrain Bahena, Senior Strategist
JordanSparrow, Associate Creative Director
Ricky Johanet, Senior Copywriter
Safia Hurst, Account Supervisor
CassieSloma, Account Executive
Geoff Scoones, Strategy Director
Lacey Gilbert, Strategy Director
Juliette Fennell, Copywriter
GabriellaGiannelli, Producer
Alex Fuller, SVP Design Director
SUMMARY
Coors Light needed to drive sales in a declining light beer category where young drinkers often opted for spirits, beer, wine and weed. This young generation lives in an always-on world. Made to Chill showed them that Coors Light is more than just a light beer; it’s what you reach for when you want to chill. The campaign helped recruit a new cohort of drinkers, countering downward sales trends with a jump from -5.4% to -1.0%, and ended 2019 with a higher share of the premium lights segment.
