Fixing the Glitch

Happy Friday,

How was your week?

I hope you enjoyed reading Frank and Susan.

Have you ever watched Office Space? No? You are in for a treat this weekend! It's one of those classics, transformed now into, yeah memes. If the answer was yes, how many times? (asking for a friend)

It's probably why I connected so well with the latest Coors Light campaign, that, and having 10 years at Molson Coors.

• The stunt

• The apology

• Reinforcing the analogy

• The spots, Slow Monday, long-form, Case of the Mondays

• The song

• The merch, I'll take the sloth blanket, thank you

• 1.8M Mondays Light cases delivered for in-store activation

• While reinforcing their brand essence of keeping things chill.

For me, a case of the Mondays checked a lot of the boxes of a good 360 execution, full of easter eggs (zootopia anyone?), while fixing a lot of the wrongs of the beer industry's previous life, inclusive and in a very very different space then Mansion and Maxim Golf of my time.

The concept of a 360 activation isn't new; way back when, it was simply the same execution across all channels, bars, grocery and convenience stores, print, radio, TV, web and parties (ohh, the parties, remember those, Mel?) all at once!

Today, a good 360 feels more like a Rubik's cube:

• Consistency across all channels remains

• Add careful planning for a pre-activation 

• A1 storytelling while maximizing shareability. 

• Add careful planning for post-activation 

• Adapt the message as you bring consumers down the funnel from awareness and consideration to conversion.

Yes, they missed the last two but corrected soooo many wrongs with this campaign.

Bud Light, didn't you get the memo?

See you next week