With non-stop, video conference calls making it hard for people to find the time to relax and enjoy a beer, Coors light – the beer Made to Chill – sought to combat the phenomenon of 2020 – Zoom Fatigue.

To make an actual difference in people’s lives, we offered beer-drinkers a tool to easily create a digital clone of themselves. And once created, we made it simple to use that clone as a meeting stand-in on Zoom. With the Coors Light Clone Machine, people finally found the time for a beer break – while keeping up appearances with co-workers while they did it.

Like many brands, Coors Light was considering the right way to show up during the pandemic lockdown that was affecting us all – with the right tone, sensitivity and reason to do so.

Having established itself as the beer Made to Chill a year prior to the pandemic, Coors Light was able to put those words into action for target audience during a difficult time. Offering more than just a refreshing beer, but the time to actually enjoy enjoy one when it was needed most.

The much-needed tool launched 6 weeks into the pandemic lockdown at CoorsLight.com/CloneMachine and was live from May 14, 2020 – Nov 2020. (It is currently viewable for judging at coorsclonemachine.com)

Social support launched 5/14

o FB delivered $15.7k spend

o TW delivered $17k spend

o FB delivered 6.5MM Reach & 4.9k Link Clicks

o TW delivered 1.5MM Reach & 4.6k Link Clicks

With paid social posts, The Coors Light Clone machine achieved national scale, resulting in over 1 billion earned media impressions with over 150 media outlets covering the innovative tool in just 4 days. High-profile publishers like iHeart, Thrillist, Ad Age and the like touted the tool as a “solve for one of our big work from home problems,” encouraging people to sneak away for a much-needed break while still keeping up appearances with their co-workers.

The extreme relevance of the campaign led to over 5000 clones created in the first week alone. Google searches for Coors Light increased 95%, and web traffic to CoorsLight.com increased by 23%. As a result, the brand saw its biggest year-to-date improvement in consideration across the category and an 8.6% growth in off-premise sales.