Case Study: Molson Coors Beverage Company boosts Simply Spiked launch growth with Citizen Relations' Keep It Real Can

Molson Coors Beverage Company boosts Simply Spiked sales 40% with Citizen Relations

Molson Coors Beverage Company launched Simply Spiked lemonade in Canada, where legacy cooler brands held a dominant market share. Their challenge was to raise awareness and differentiate their new product by communicating that it was made with real fruit juice, unlike competitors' products which had a reputation for being overly sugary. To tackle this, the company engaged the vendor Citizen Relations.

Citizen Relations created an experiential solution called the Keep It Real Can, a version of the product equipped with lie detector technology to promote honesty and generate buzz. This innovative approach secured extensive media coverage and significantly boosted brand awareness. The campaign resulted in Simply Spiked Lemonade exceeding its sales goal by 40% in its launch month, making it Molson's fastest-growing product launch and Canada's fastest-growing cooler of 2023. Citizen Relations delivered over 217 million impressions and achieved a 77% consumer awareness rate for the brand.

Molson Coors Beverage Company