Coors Light had a great ATL campaign all about “Chill” but it wasn’t landing at retail. We discovered our high pressure, social obsessed target had lost the “Skill to Chill” - so we created a summer program to remind them. “This is how we Chill” featured a unique scannable LTO pack, gorgeous content and lots of Chill swag to sweeten the deal.
This is how we Chill
Concept KV featured the unique LTO sunglasses pack as a summit-spanning icon of mountain cold refreshment.
Case study video.
The chill experience videos were beautiful and were also used on social and YouTube. This one is “Pool”.
We localized the videos with customizable end scenes. This is “Lake” for the Colorado market.
We took the pack to new locations like the beach - but always made sure the brand equity of Mountain Cold Refreshment was consistent. Here’s “Surf”.
The bold point-of-sale graphics really cut-through in store, and the modular design meant it could scale for all store formats.
Every detail was considered, we obsessed about the prizing, designing a custom sunglasses case in the for the Ray-Bans and creating swag we’d want to wear ourselves.
Production notes: There was a lot of creative exploration around the stories and locations.