Fix Tixflation

Challenge Coors Light saw an opportunity to grow its share in the summer when more people buy beer. So, we set out to make Coors Light synonymous with music. We were up against Budweiser’s long-standing legacy with music. There was no competing with Budweiser Stage and the sponsorship budgets they had built over time. So, we had to find a new ‘in.’

INSIGHTS Gone are the days when concerts cost pocket change. Live music ticket prices have gotten out of control, leaving Canadians priced out and locked out of seeing their favourite artists live. Since 1996, concert tickets have gone up in price by 256% and opportunistic resellers buy tickets in bulk and offer them back at double the price. Music that was meant for the masses was being enjoyed by the few. And that seemed very unchill.

IDEA Coors Light and concerts are made for each other, so on World Music Day 2024, we launched “Fix Tixflation,” a campaign that claimed overpriced resale tickets to five of summer’s biggest shows and returned them—for free—to real fans while sounding off on the issue of “tixflation.” At the heart of the campaign was FixTixflation.ca, where tickets would drop for summer’s hottest concerts, and music lovers had only 72 hours to enter. While our online site was driving up views and entries all summer long, we deployed a team of Coors Light Robin Hoods out to concerts in Toronto and Montreal to surprise and delight real fans, rescuing their resale tickets for $0.