What it is:
A 360° program that turned Coors Light’s “Made to Chill” TV campaign into a cohesive retail, social, and experiential platform.

Why it mattered:
Field teams and distributors needed help translating a national ad into authentic, locally relevant activations.

What I did:
Led strategy and creative for a scalable playbook system, spending time in-market to gather local insights and build trust. Delivered customizable tools, workshops, and asset kits that empowered regional teams to make “Made to Chill” resonate in their communities.

What happened:
Ignited Coors Light’s biggest activation burst in years, driving stronger retailer partnerships, distributor engagement, and brand consistency nationwide.