The Mission:
#EarnYourCoors is my response to the D&AD New Blood 2020 Awards. It is an advertising campaign using social media and the World's most refreshing beer to get Coors' target audience of 21 - 27-year-olds to be more active. After a day of meetings and staring at a screen, consumers are encouraged to actively go out and compete against their friends to earn their Coors, limited-edition boxes of Coors Light will be accompanied by a unisex t-shirt primarily worn for fitness.
Services:
Advertising
Social Media
The Outcome:
After traction is gained from the use of the hashtag as well as people promoting the limited event with their new t-shirts, media outlets will go on to praise Coors Light for getting the public more active during these hard times.
The Impact:
The main focus is to improve the public's mental and physical health, hopefully creating a more active lifestyle for Coors Light consumers across America and the world.
