Case Study: Coors Light achieves a 9-point lift in purchase intent and stronger brand awareness with Facebook

Crafting a story-focused Facebook video ad

Molson Coors Canada’s Coors Light sought to refresh its brand and boost awareness by positioning the beer as a refreshing reward for young adults active in sports and the outdoors. The challenge was to create mobile-first creative that would stand out in News Feed and drive both brand perception and in‑store sales.

Partnering with Rethink and MEC, the team produced story-focused, square-format videos optimized for Facebook and Instagram (sound‑off autoplay, prominent but story-integrated branding), used core targeting and reach-and-frequency buying, and measured impact with a Facebook brand lift study. The campaign over-delivered on targets, driving a 9-point lift in purchase intent, a 9-point lift in message association (5.7× vs. CPG benchmark), and a 10-point lift in ad recall, helping Coors Light exceed volume goals.

Coors Light

Chris Waldock

Senior Director of Marketing