CLIENT
Coors Banquet
Marcelo Proenca Pascoa, VP Marketing, Coors, Global & North America
Tracey Bien, Senior Marketing Manager
Amber Dutra, Public Relations Manager
AGENCY
Mischief @ No Fixed Address *Lead Agency
Kerry McKibbin, Partner & President
Greg Hahn, Co-Founder and CCO
Bianca Guimaraes, Partner & Executive Creative Director
Kevin Mulroy, Partner & Executive Creative Director
Jeff McCrory, Partner & Head of Strategy
Nimisha Jain, EVP Strategy
Oliver McAteer, Partner & Head of Development
Jimmy George, Strategy Director
Will Dempster, EVP Head of Production
Alison Whisenant, Managing Director
Rafael Beretta Calvo, Creative Director
Raphael Franzini, Creative Director
Justine Yucesan, Account Director
Coleman Sweeney, Senior Producer
VOLT Studio, Molson Coors In-House Agency
Connect at Publicis Media
ICF Next
Wildland Firefighters Foundation
SUMMARY
Coors Banquet was in decline, our core consumer was aging and awareness with 21+ drinkers was lower compared to brands like Budweiser and Modelo. Despite being outspent many times over by our competitors, Coors Banquet was able to turn the brand around with ‘Protect our Protectors’ while raising donations for wildland firefighters, with a 4.9% increase in barrel sales, a 9.2% increase in buy rate, over 10ppt increase in awareness and $300K in donations raised.