Case Study: Coors Light rescues fans from overpriced concert tickets with Citizen Relations

Coors Light boosts music association 1 in 3 with Citizen Relations

Citizen Relations partnered with Coors Light, a brand from Molson Coors Beverage Company, to help it grow its market share during the summer. The challenge was to make Coors Light synonymous with music, despite competing against Budweiser's well-established and heavily funded legacy in music sponsorships.

The solution implemented by Citizen Relations was the "Fix Tixflation" campaign. This initiative reclaimed overpriced resale tickets to major concerts and gave them away for free to fans via a dedicated website and on-the-ground teams, highlighting the issue of expensive tickets. The campaign was highly successful, generating over 118 million media impressions and rescuing over $81,000 in tickets. It significantly boosted brand association, with one in three Canadians now linking Coors Light to music.

Coors Light