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Retail Refresh
Brand Strategist
Challenge
Help Coors Light create a brand activation that brings "chill" to life.
3 day Creative Sprint Competition - Live Client Pitch
My Role:
Project/creative brief
Designed case study
Competitive analysis
Project management
Secondary Research
Primary Research
Deck narrative
Brand audit
Client pitch
Situation
Light beer sales are declining as alternatives, like seltzers, are on the rise. To increase sales and capture more light beer drinkers, Coors Light needs to stand out. The brand is looking for a way to bring the experience of 'chill' to life.
Insight
People “chill” in different ways, but more are preferring to spend their free time in the comfort of their own homes.
Tension
More young adults are moving to cities; however, they despise the increasingly small living spaces. As landlords convert common areas to bedrooms, these individuals no longer have a comfortable space to 'chill' with friends at home.
Strategy
Create a space that's "Made to Chill" when your apartment isn't.
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The Den provides cramped city dwellers with a much needed spot to watch tv, play board games, read a book, or simply sit back and enjoy a drink and good conversation.
How it Works
Sign up for a free membership and download The Den app.
Find a place to “chill.” Feel free to share a space with other guests.
Enjoy an activity, such as video or board games…Or simply relax.
Use your app to unlock a fridge and grab a Coors Light. Cheers.
Chill. You are no longer cramped in your shoebox of an apartment.
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What's in the Space?
Comfy couches & seating
Coffee tables
Televisions
Board games & cards
Video game consoles
Fridges with beer & other beverages
Shareable snacks made to order
Reservable rooms (members only)
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