Case Study: Molson Coors achieves a 73% boost in brand awareness with YouGov

How Molson Coors used YouGov's connected data to measure the impact of featuring in a Netflix series

Molson Coors, a multinational drinks company, needed to measure the precise impact on brand awareness after its Coors Banquet beer was featured in the Netflix series Cobra Kai. The company’s challenge was to track this effect to confirm the value of the exposure and guide future partnership strategies. To address this, they turned to vendor YouGov and its connected data tools.

YouGov utilized its YouGov Profiles and YouGov BrandIndex solutions to conduct a retrospective analysis. By comparing brand awareness between viewers and non-viewers of the show, YouGov definitively measured a 73% increase in awareness for Coors Banquet among the target audience. This robust intelligence enabled Molson Coors to directly attribute the boost to the Cobra Kai feature and now informs their wider business planning.

Molson Coors

Matt Slater

Senior Manager, Marketing Insights