Role: Creative Direction / Art Direction
Introducing the High Stakes Beer Ad: The first commercial people could bet on.
The campaign featured the company’s two most iconic beers, Coors Light and Miller Lite, and tapped into one of the biggest cultural trends sports: gambling. For two weeks, people could bet on every part of the commercial on DraftKings, the leading online sportsbook in America. With over 250,000 entries, the High Stakes Beer Ad became the biggest non-sporting event in betting history, and the most highly anticipated ad of the Big Game.
In collaboration with Droga5 New York, our Molson Coors in-house agency spearheaded the social media and digital campaign for the famous 2023 "High Stakes Beer Ad".
Overall, the campaign generated 8.3 billion impressions, good for a 416% increase in brand mentions with 91% positive sentiment. Volume growth exceeded Jan-Feb projections by 75%. Most importantly, during the time the campaign ran, Miller Lite and Coors Light saw their sales increase by 2%, while our biggest competitor, Bud Light, dropped 1.7%.
Team: (ECD) Bernardo Andrada, (GCD) Matt Fischvogt, (GSD) Rory McClenaghan, (CD) Kate Delaney, (CD) Bryan Haupt, (CD) Caroline Dunleavy, (AD) Sarah Niel, (SS) Ally Raith,(ADS) David Matz, (CM) Kelly Kircher, (CM) Courtney Sprewer