Super Bowl

For the first time in 30 years, ABI lifted exclusivity on Super Bowl advertising, allowing Molson Coors to get in the game. Our challenge was to create a retail ready solution while honoring the big idea — the first ever bettable beer ad between Miller Lite and Coors Light.  Needless to say, a program like this had never been done before and was accompanied by a fair share of complexity, including getting the distributor network to buy in without revealing the program.

This program was the most successful non-sports DraftKings prediction pool with over 160,000 entries and aided the biggest boost of Molson Coors displays, with sales following. The success of this initiative was also a critical factor in securing our agencies first ever 2023 Molson Coors Marketing Supplier of the Year Award.