Case Study: Molson Coors Beverage Company boosts Pride engagement and sales with Citizen Relations' Vizzibility Booth

Molson Coors Beverage Company drives 2X sales with Citizen Relations

The customer, Molson Coors Beverage Company, faced the challenge of maintaining its Vizzy brand's commitment to the 2SLGBTQIA+ community amid growing anti-queer sentiment, without contributing to negativity. Vendor Citizen Relations was tasked with developing a campaign that celebrated queer expression in a volatile environment.

Citizen Relations created the Vizzibility Booth, a transparent photo booth activation that celebrated diverse queer expressions openly in public spaces at North America's largest Pride celebration. The solution successfully educated attendees on a piece of queer history while championing visibility. The results for Molson Coors included over 4,500 photos donated to Canada’s largest queer archive, a 2X increase in sales during the promotion, and the highest engagement activation at multiple events.

Molson Coors Beverage Company