Case Study: Molson Coors Beverage Company boosts sales and earned media with Citizen Relations' Chill Train campaign

Molson Coors Beverage Company drives 451.7M+ earned media impressions with Citizen Relations

The customer, Molson Coors Beverage Company, faced a challenge with its Coors Light brand, which was the #2 beer in Canada amidst declining beer sales. To reclaim the top spot and boost winter sales, they needed to culturally engage Canadians in a new way. The vendor, Citizen Relations, was engaged to help execute this new strategy.

Citizen Relations implemented the "Chill Train" experiential campaign, which physically brought a Coors Light ad to life by frosting over objects in cities across Canada and leaving behind game day essentials and prizes. This solution by Citizen Relations drove significant results, including a 13% year-over-year sales increase, a 534% rise in search traffic, over 451 million earned media impressions, and the brand's largest haul of first-party data.

Molson Coors Beverage Company