Molson Coors

Mark Torres, Marketing Manager
Meghan Means, Senior Shopper Marketing Manager

VMLY&R Commerce United States *Lead Agency

Ben Griffiths, Group Creative Director
Sameer Badruddin, Strategy Director
Leah Sallen, VP, Media
James Mills, Programmatic Media
Jenn Ulacco, Account Director
Annette Fonte, EVP, Account
Chris Battle, Associate Creative Director
David Moore, EVP ECD
Stefanie Powers, Senior Copywriter
Isa Hage, Jr Art Director
Matt Scully, Senior Art Director
Nakia Johnson, Operations Director
Jake Swiatek, Senior Full Stack Developer
Thomas Mercurio, Associate Director, Project Management

Coors Light and the premium light beer category was facing pressure by hard seltzers, who were taking share of sports-watching occasions, especially since sessionability is no longer unique to the category anymore. Coors Light needed to establish a deeper connection to March Madness to protect its share. Disrupting workers during business hours made the brand culturally relevant with almost 20 million impressions, and countered declines from 2021 with increases in Coors Light trips and volume.