Canada Coors Light Summer Music

360 Campaign (Retail and On-Premise POS, Packaging Design, Experiential, Social, Retailer Tactics)

The Canadian clients tasked us with a big ask: bring them a full, strategic program aimed at capturing attention and bringing shoppers back to beer this summer. With the rise in seltzers, especially in the summer months, Coors Light needed to show up big to gain market share back. We decided to break out of the usual Coors light look to combat the bright, poppy colors of other summer beverages and make our beer synonymous with live music and that excitement that courses through your veins the minute that first chord hits. Our key visual was electric. Our packaging was revolutionary. Our promotion was exhilarating. Our point-of-sale was inventive. And most importantly, our program got people EXCITED.

Work completed at Arc Worldwide
Creative Director: Bianca Bertolini
Copywriter: Bryce Wergin

Limited-Edition Functional Secondary Packaging

With the updated 2024 brand world, we decided to create graphic, FUN-forward packaging to grab attention and stand out in a crowded field of choices on shelf this summer. Outside of bright colors and boombox thematic, this packaging does something that no other can—it actually acts as a speaker itself. Drink your beers, punch out a few perforations, drop your phone in and listen to your jams get amplified by Coors Light all summer long.