Each week the entrant with the most votes won an amazing trip to Whistler, The Rockies. Unique codes were printed inside participating Coors Light packs and consumers visited www.coorslight.ie to enter. Ground 4D designed the main creative and applied the theme to the 8 pack can and 20 pack bottle SKU's. The Rockies trips as main prizes set the brand apart, as the Rockies are unequivocally Coors Light.
Publishing who won each week allowed for full openness, and let consumers see that the prizes were achievable for them in the coming weeks. The campaign was brought to life in-store through innovative visibility and created massive standout in the off licence environment. Supporting media included bus shelters, bus sides, interruptive press, ad labels, radio ads, targeted online ads. This was a very successful, truly integrated and relevant on pack promotional campaign for the target.