Generation Z are true digital natives and are trapped in

Generation Z are true digital natives and are trapped
in the concrete jungles they call home. Coors Light (CL)
is going to call upon their trusty super heroes (LDA-24
drinkers) to save this generation. They will #throwback
to their most memorable outdoor moment as a kid, but
this time re-create it with their trusty younger sidekick!
1. Reveal the Superhero Mission
For a limited time only in retail, you
can buy the Coors Light Superhero 12
pack and find 2 CL capes for the
Superhero (Millennial) and Sidekick
(Gen Z) inside! BONUS: The case, cans
and capes are bio-degradable and
environmentally friendly.
2. Capture & share your
#SAVEYOURSIDEKICK video!
Videos to be posted on
social media
 Have to be wearing
the capes
 Hashtag #SAVEYOURSIDEKICK
 Tag @CoorsLightCA
3. Win a Chance to go to the CL
Summer Games and donate!
• For every video that is posted Coors
Light will donate $2 to the Suzuki
Foundation
• The millennial who posts the video
(Must be legal drinking age) have a
chance to win tickets for themselves +3
to the Coors Light 3rd annual Summer
Games Event.
Why Millennials?
 As the single greatest influencers of the next generation, they have the power to inspire and change the behaviours of young kids.
 They’re growing older and have increased responsibilities and pressures which is snuffing their highly valued youthful, adventurous side
Why Coors Light?
Rooted in Outdoors: The Rocky Mountains is where Coors Light was born; it’s where we grew up & where we call home. Outdoors is in our DNA.
YOLO Mentality: For decades, Coors Light has encouraged consumers to break out of their comfort zones by living a ‘fun for fun sake’ life
IDEA NAME: Coors Light Get Outside Super Hero Challenge!
BUSINESS OBJECTIVE:
In a declining domestic beer market (-1.4% LY), we must get Coors Light™ (CL) back to growth by driving retail sales velocity.
Sales KPIs:
 Increase sales volume by 2% vs. LY (+51KHL).
 Sell 600,000 cases of our NEW limited edition Super Hero 24-pack (cans) across Canada during
the peak beer selling season (60% of Coors Light volume sold between May-August)
Marketing KPIs:
 As the next generation of CL drinkers, it is important we create early brand affinity among Gen Z
 Measurement (GFK Research): ‘Brand I like/love’ + 4pts (vs. Q3 2015) and ‘Brand I Identify with’ +5pts (vs.
Q3 2015)
 Donation of +$100,000 in support of the David Suzuki foundation by Sept 2016
 Measurement: 50,000 video uploads @ $2/submission
TARGET:
Coors Light targets the Young Millennial
Age: Legal Drinking Age (LDA) to 24 years old
Gender: Male
Location: Rural and urban
 They see the potential for fun everywhere they look
 They believe life is more fun when you take chances
 Playing it safe is boring…so they rarely play it safe
 Sees the world as full of opportunities, which can happen almost every day at anytime
 They are willing to take chances to earn new experiences that transform moments into lifetime memories
 Millennials are highly connected to and are extremely conscious of their values. They seek brands that share
their values and respond to brands that have authentic partnerships with cause-focused organizations.
 Of all their alcohol consumed, 54% of the volume comes from beer. (Ipsos ACT data)
ROLE OF COMMUNICATION:
Encourage millennials to act as influencers and inspire today’s kids to go outside and PLAY, like they did, by
changing Generation Z’s belief that fun and entertainment only live in the digital world.
Remind millennials, through nostalgic messaging, what it was like to grow up outside and encourage them to act as the
role models they already are to Generation Z. With the inclusion of 2 capes in a limited edition 24 hero pack,
consumers are encouraged to reach for the hands of their little sidekicks and pull them into the fresh outdoors. By
videotaping and uploading their favourite outdoor childhood activity together using the #SAVEYOURSIDEKICK hashtag
(on the social sites they know all too well (Facebook, Instagram, Twitter)), CL will donate $2/submission to the David
Suzuki foundation. Millennials who participate have the chance to win tickets to the infamous CL Summer Games – the
ULTIMATE outdoor (grownup) fun.
We look to the success of the ALS Ice Bucket Challenge, as a reference for our intended attitude and behaviour shift.
With the challenge being public, it forced people to either accept the challenge or risk damage to their reputations. Peer
pressure from friends, and celebrity involvement also aided in the positive attitude shift. The 24-hour deadline was
particularly effective. When you make people set specific goals, they become more likely to change behavior,” van der
Linden said. “People like setting goals, and they like achieving goals.”
INSIGHT:
As digital natives, technology is synonymous with ‘fun’ for Generation Z. For their greatest influencers, Millennials, time spent
outdoors ‘playing’ evokes powerful feelings of nostalgia.
BENEFIT:
Primary: You will have the chance to win tickets for you and three friends to the 2016 CL Summer Games; the
ultimate expression of playful outdoor fun (for grownups).
Secondary: Relive the ‘fun-for-fun’s sake’ side of life. Embrace your nostalgic childhood memories and break away
from the responsibilities, pressures and demands of adulthood.
REASONS TO BELIEVE:
Rooted in Outdoors
The Coors Light brand has always been rooted in the Rocky Mountains and the outdoors. The Rocky Mountains are
where Coors Light was born; it’s where we grew up and where we call home. Millennials gravitate to the authentic and
sincere positioning of the Coors Light brand because of this history. Our clear connection to the David Suzuki
Foundation of embracing, appreciating and respecting the outdoors makes this the perfect partnership.
YOLO mentality
Coors Light has always spoken to millennials in a no nonsense manner. Through programs such as the Coors Light
Summer Games, Coors Light Maxim Golf and Thrill of the Hill, Coors Light has encouraged millennials to break out of
their comfort zones, to reclaim the outdoors and live a ‘fun for fun sake’ life.
BRAND CHARACTER:
The Get Back Outside Super Hero character embodies these three characteristics, which are rooted within its DNA.
DELIVERABLES:
Timing: Summer (June – August) 2016.
Note: Given the seasonality of our business, it’s imperative that we activate during our peak selling season.
Priority Markets: Ontario (35%), Quebec (35%), British Columbia (15%) and Alberta (15%)
Mandatories:
 Bilingual creative & communication, brand approvals of all creative (2 weeks), follow brand guidelines for all
creative outputs and bio-degradable capes and packaging
Budget: $2.25 Million
Retail Execution Budget ($650k): This should include but not limited to;
 End lobby display programs and POS
 Packaging creative
 In case item (capes)
Media spend Budget ($1.5MM): This should include but not limited to;
 National pre-roll (~40% of budget)
 Social Media (~20% of budget)
 Media Production
 Research (ad testing)
 Agency fees
Note: Please refer to Coors Light 2016 Summer games brief for budget allocation for grand prize
Donations to David Suzuki Foundation ($100,000)
Approximately 50,000 videos uploaded nationally*. We have committed to donating $2 for every video upload.
*Assumption based on historical Coors Light programs social engagement)