In a world full of hard seltzers and light beers Coors Light is having trouble standing out. They're just another can in the cooler and looking to differentiate from other light beers.
How can Coors Light create a brand activation in the music space that extends the 'Made to Chill' campaign?
The live music industry is inherently NOT chill.
For Fans - Concerts have become line factories. You wait to get in, wait to get a drink and wait for the person in front of you to put their phone down so you can see the show.
For Artists - Performing is not chill. They're putting on an act for thousands of people. Even in their down time, they're expected to play that same role for paparazzi.