Promotional and experiential work that helped create long-running Coors Light brand programs.

Role

VP Creative, Art Director

Agency

FCB Global

The Challenge

Coors Light needed promotions and activations that could feel iconic, ownable, and repeatable.

The Idea

Create simple, high-participation brand programs rooted in the Coors Light world.

The Execution

Developed promotional and activation concepts that became part of the brand’s recurring marketing calendar.

Results / Highlights

• Helped build Coors Light to #1 in Canada
• Created some of the brand’s most iconic beer promotions
• Most programs became evergreen for 3 to 7 years

Why It Mattered

The work created brand assets with staying power, not one-off promotions.