CHill U by Coors light
A brand activation for Coors Light to help people learn how to chill.
4-day Design Sprint | role: UX/UI, user experience, concepting
Background
In a world full of hard seltzers and other light beer, Coors Light struggles to differentiate itself. Last year, Coors Light launched their “Made to Chill” campaign focusing on choosing Coors Light in moments of chill. To continue their push to make their beer cool again, Coors Light set their sights on the next iteration of their campaign: music.
The Ask
Create a brand activation in the music space that brings more chill to summer.
Insight
The live music industry is NOT chill.
For fans, concerts are full of lines; to get into the concert, waiting for a drink, waiting for the bathroom. And then when you do finally get to see the band, you’re packed into a crowd and surrounded by people screaming the lyrics.
For artists, performing is not chill. They’re worried about putting on a show for thousands of fans. And even when they leave the venue they’re expected to show their best and most glamourous selves.
Opportunity
In a world that is always on, evveryone needs a moment of pause, its what they do in that pause that Coors can own.
Turns out musicians do some pretty unexpected things off stage: Rod Stewart is a model train builder, DMX collects bugs, Lily Allen knits her own outfits, Gerard Way illustrates his own comics, Taylor Swift makes snow globes.
These moments of chill are rarely talked about or recorded in mainstream media. Which makes this a white space for Coors Light to play in and claim musicians' off-stage moments of chill.
Solution
Chill University, a weekend where you can earn your degree in chill from musicians teaching you their favorite ways to relax.
Chill U Application
Apply to chill - the application captures necessary data to enter the competition that gives Coors Light insight into their biggest fans.
Acceptance Package
Enroll
Once they are accepted, students choose which classes they want to take. No university experience is complete without a graduation and a party to celebrate.
Impact
Coors Light has the opportunity with Chill U to create a brand activation that leaves people relaxed rather than anxious. It also enables them to create content that is ownable - since there aren't any videos or images of these celebrities doing their niche hobbies, Coors has the chance to create a content series wholly unique to their brand. These events are repeatable and as unique as the musicians they feature. It also allows Coors to cross generations and other demographic divides by choosing musicians that exist in a variety of genres.