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Opening Doors to Increased Awareness with Molson Coors

For over two centuries, Molson Coors has been brewing beverages that unite people to celebrate all life’s moments - and for over 25 years, Bergenbier has been the beer of friends in Romania. Molson Coors produces a large variety of beloved and iconic beer brands, but whilst the company’s history is rooted in beer, they also offer a modern portfolio that expands beyond the beer aisle.

0.7%

CTR

521,729

impressions

3,661

clicks

The Objective

The Objective

The campaign aimed to raise awareness for Bergenbier, one of their signature European brewed beers.

The target audience was focused on men in Romania between the ages of 20-55.

The campaign ran for 3 months from September to November 2022.

The Solutions

The goal was to reach their customers where they are, through smart phones, tablets and streaming devices, as well as at large social gatherings like music festivals, street fairs and sporting events.

The Solutions

Instead of adhering to traditional mediums typical of a major launch, Molson Coor decided to invest in a campaign with two major prongs: digital and experiential.

Spotify was used to further spread the word and raise campaign awareness. Using an audio-only format, the audio spot was isolated from a chosen song, composed and sung by Pavel Stratan for Bergenbier. The mechanism was then registered in a contest on their website, with users then prompted to Facebook where they were able to leave comments, and tag friends.

The Results

The Results

The campaign achieved impressive results, with Bergenbier recording 0.7% CTR compared to 0.32% benchmark.

Users aged between 20-24-year-olds showcased the highest results, with 0.84% CTR, and 47.44% impressions alone.

The campaign achieved 521,729 overall delivered impressions across all age groups, and 3,661 clicks in total.

“We wanted to attract the young target oriented towards online streaming platforms that offer personalized content according to their needs, in our case, the need to connect with their friends, by sharing a playlist with their favorite music that reminds them of an outing with a group of friends or a missed moment over a beer."

Mihai Pascu, Junior Brand ManagerMolson Coors