Chill Train

Challenge In 2023, Coors Light became the #2 beer in Canada. But that wasn’t enough, considering beer sales steadily declined. Coors Light needed to show up in Canadian culture in a new way to reclaim its place in the top spot and drive sales increases in the winter months. So it did something it had never done: buying Super Bowl ad space on the Canadian broadcast.

INSIGHTS Canadians are used to being an afterthought, but there’s nothing about us without us. With the Chill Train coming straight from the Rockies, Canadians had to feel its chill, literally. After all, Canadians are becoming more curious about the NFL. Knowing the Super Bowl is an event, not (just) a game, we finally needed to give Canada its own Super Bowl win.

IDEA In the days leading up to the Super Bowl, Canadians from coast to coast woke up to a sub-zero spectacle: street lights and statues, benches and bike racks – all frosted over as the Chill Train made its way to the big game. Among the frozen freight left in the wake, locals found game day essentials, Coors Light merch, and, for the lucky few, tickets to next year’s Super Bowl. Canadians were suddenly living Coors Light’s ad instead of merely watching it.

RESULTS The Chill Train was Molson Coors Canada’s most successful PR and experiential campaign.