The campaign focused on Coors Light's key beer enthusiasts: men between the ages of 21-34 who consume six or more servings per week -- weekend warriors who are passionate about the cities they live in, their local bars and pubs and the events in which they participate. Whether at the shore or at a baseball game, this affinity group is oriented toward local identifiers. Important to the campaign's success was moving the target audience from occassional Coors Light drinkers to consumers that identify the Coors Light brand with their lifestyle, important events, games and parties.

Objectives
With consumers inundated with marketing campaigns from competitors, AA | RF and Centro worked together to create a unique geo-targeted campaign for Coors with original content, pass-along value and calls to action. In order to increase awareness among new brand users and increase market share within premium light categories in the Philadelphia, Pittsburg metro areas and at the New Jersey shore, the campaign leveraged the national brand's creative in all online spots. By presenting creative with congruent tonality and referenceability, the campaign could clearly present the new Coors Light brand tag: "The World's Most Refreshing Beer."