Parenting is not chill. There are endless pressing matters and obligations, especially for parents - from remembering the grocery list or picture day at school, or just keeping up with their kid’s social calendar.

In contrast, Coors Light is all about chill. And we strive to enable the conditions for chill where they otherwise don’t exist. We wanted to remind our audience to slow down and chill during life’s most un-chill moments by showing that even in a worked-up, always–on world, it’s important to chill.

Beer brands don’t ever speak to parents – our objective was to reach out to parents and encourage them to choose chill while they’re in the most un-chill phase of life.

By tapping into an insight that resonated with parents across Canada, the campaign drove 100% positive/neutral sentiment and earned 3.3MM+ across 16 total industry media impressions.

We extended the campaign to Coors Light’s Instagram page as well with a contest to honour parents. We asked our followers to tag a deserving parent who could use a night out on Coors, and rewarded winners with a restaurant partner gift card to help them chill. Within 24 hours, we had reached over 600 comments with 100% positive sentiment. With a final tally of almost 64,000 organic impressions and over 2150 total engagements, we outperformed previous campaign impressions by 15% and engagement by 13%.