
eos
Pubes for the Planet
Who knew we’ve been hiding a sustainable solution right in our pants this whole time? Incredible.
The Problem
The Insight
That “next hot thing” is hard seltzer. It’s enjoyed explosive category growth and every beer brand is jumping on the bandwagon to launch one.
But MGD would never do that—because it is unapologetically beer. Forever.
The Solution
Launch a seltzer the only way MGD knows how—into oblivion.
We strapped a variety of hard seltzers to a rocket and promised the public we were sending them off this planet forever. Because a world with fewer seltzers is a world this beer's beer wants to live in.
A social video teed up a live launch across Molson Coors' social channels, which ended in a fiery explosion of seltzer.
Mission complete.
Brand awareness lift for activation among 21 to 34-year-olds across Molson Coors portfolio
In earned media
Tuned into livestream
Completion rate for 1-minute video
Press placements
Positive/neutral social sentiment
Key message penetration
eos
Who knew we’ve been hiding a sustainable solution right in our pants this whole time? Incredible.
Coors Light
Kicking off the Coors Light summer program by celebrating all those unofficial moments that make the season so special.