Coors Light Ice Cave

A key account of mine at Sense London was Coors Light. Coors Light has a definitive brand proposition – Ice Cold Refreshment, and supporting this, a strong and recognisable ATL campaign. The challenge was to bring this proposition to life with a unique experience appealing to their social explorer audience. The solution to our challenge was exploiting and maximising their unique assets, staying true to the brand story, and avoiding being identified as another brand trying to ‘win round social explorers’. A full working bar, ice sculptures, Mixmag programmed local DJ talent and an instagram booth ensured all visitors experienced true Ice Cold Refreshment. Personal responsibilities & key take-outs: • Management of Mixmag partnership • Successful delivery across multiple locations • Interagency campaign evaluation of 3 year campaign • Festival partnership and negotiation • Hailed as ‘best in class’ experiential (Debbie Mack, Brand Director, Molson Coors)