Case Studies » Molson Coors SOL

Case Study: Molson Coors SOL

Positioning SOL as the go-to-cerveza of the summer

Collaborate

Molson Coors was seeking to build brand familiarity for their beer SOL and encourage Canadians to ‘grab a SOL’ while enjoying summer activities. With Canadians turning to us for the summer forecast, and half of our users drinking beer in the past 6 months*, Molson Coors partnered with Pelmorex to develop an audience-centric campaign utilizing the power of weather.

Activate

A high-impact campaign was developed to highlight the sunny and fun personality of SOL and connect it with the summer activities Canadians were enjoying across the country.

The campaign successfully:

Inspired with summer patio custom content
Drove clicks to content via social media and digital ads
Grabbed user attention with weather-relevant storytelling and weather-triggered creative
Engaged the target market via custom audience segmentation

Elevate

The target audience embraced the fun and engaging personality of SOL and the campaign content delivered great results across all metrics, including:

5M+ total digital ad impressions
442K+ social impressions on Facebook content drove 6.3K+ clicks to custom articles
0.42% CTR on custom articles-more than 3x benchmark
Top performing promotional drivers to content delivered a 0.32% average CTR (Avg: 0.15%)

*Source: ComScore. Plan Metrix. Home and Work. March 2023. Personally Drank In Past 6 Months – Yes.

Pelmorex proved to be a highly effective media partner, bringing an extra dose of sunshine to SOL’s summer campaign. Our overarching goal was to creatively connect consumers to retailers and sun-soaked patios, encouraging them to savour every moment of summer, come rain or shine. What made this campaign remarkable was its fusion of robust data and targeting approach with a creative mindset, a combination that motivated its success. The Weather Network team were true professionals from planning to completion. Their enthusiasm and energy seamlessly mirrored the vibrant spirit of SOL, making this partnership a radiant success.

Sarah Boodram, Media Planner at Wavemaker – Molson Coors Creative Agency