The Foo Fighters had just released a new, campy horror film, Studio 666. Dave Grohl, the leading man of the band, is a notorious fan of Coors Light. The brief asked us to use Coors Light’s status as Dave Grohl’s favorite drink to promote the Foo Fighters’ new movie in a culture-busting way that would create buzz.

In the Foo Fighters’ new horror movie, Studio 666, Dave Grohl’s soul becomes possessed by a demon, the same Dave Grohl who happens to be a huge fan of Coors Light. Naturally, the most efficient way to save his soul was to infuse his favorite drink with powerful demon-fighting properties. We created Coors Almighty Light, the first spiritually augmented beer formulated to ward off demons, specifically while watching the Foo Fighters’ new film. Made with real Rocky Mountain Holy Water and blessed by an ordained minister, the beer offers a liquid exorcism that will save your soul with every sip.

Our target was quite broad as both Coors Light and the Foo Fighters are big brands that appeal to a massive audience (who doesn’t like the Foos?). The true strategic challenge of this project was creating an idea that not only drove PR for the Foo’s new movie (which it certainly did) but also reinforced Coors Light’s brand positioning (which it also absolutely did). Coors Light is about all “chill,” and it’s very hard to be chill when you’re possessed by an evil spirit. The key question was how could Coors Light help chill out the possessed Foo Fighters? Problem, meet solution: we landed on a limited-edition Coors Light designed to do exactly that. Beer, rock ’n’ roll, the devil and, yes, chill = Coors Light PR magic.

Briefed at the beginning of January and launched on February 23rd, this campaign lived all across the US. We went live on social media, to be quickly picked up by the press. Our social posts drove consumers to CoorsAlmightyLight.com, where they could get their free drinkable demon deterrents. These real liquid exorcisms came in custom Coors Almighty Light cans with special limited-edition packaging.

Coors Almighty Light allowed us to uniquely reach Foo Fighters’ fans and get them excited about Coors Light by creating something they could feel passionate about because it tapped into their already existing interests. The custom can and packaging serves as a souvenir for the highly-anticipated among niche audiences launch of the movie Studio 666. We reached over 700 million impressions, beating the brief’s goal but more than 200 million.