Coors Light Holiday

The Brief: Coors Light is not really a holiday drink go-to. How could we get Coors Light in holiday drinkers’ consideration set?

The Idea: Coors Light cannot compete in the big moments, but it can own the moments in between. So we created ‘Chill-ebrations’ overlooked holiday moments worth raising a beer to. We focused in on three — holiday decorating, movie nights & gift wrapping — and made Coors Light the official beer of the holiday-adjacent good times.

How It Came to Life: Scan the QR code to unlock Beerman AR experiences and a chance to win. Beerman animations showcased each of the three moments — ornaments hanging from his stick arms (decorating), signing onesies (gift wrapping) and wrapped in a weighted blanket (movie nights). Users could bring Beerman to life via AR in their own homes and then get entered for a chance to win Coors Light merch to match every Chill-ebration.