As the pandemic raged on and vaccines became more available, young people were still not getting vaccinated. As summer approached and young people were becoming more social, it became more important than ever to get them vaccinated. As a beer brand we had a huge role in their lives during summer. We wanted to use that to help young people have a safer summer without killing the fun, and vitally, entice them to get vaccinated where other brands had failed.

Not enough young people were getting vaccinated. But maybe no-one had tried the right incentive yet. We found the answer already out there. People were posting everywhere that they were ‘vaxed, waxed and ready to relax.’ Turns out they’d get vaccinated to get laid. So we created an actual spa that gave them all 3 things they needed for a summer of close physical contact after a years of isolation – a COVID shot, full body waxing, and a cold Coors Light. Finally providing them with an incentive to get vaccinated that made sense to them. If they wouldn’t do it for humanity, maybe they’d do it to get lucky.

With vaccines more available as summer approached, young people (21-27) were still statistically behind the rest of the country in getting vaccinated. Not only was this a key demo for the brand, but summer is a key sales moment for Coors Light. We needed to connect with this group in a way that made sense to them and provided a tangible way for them to have great summer together after a year of isolation. And getting them vaccinated was a vital step in that. We needed to create the right incentive first.

Coors created an actual spa where people could get COVID vaccinations, a full body wax and cold beer – everything you need for summer of close physical contact after years of COVID isolation. We built and operated a real location in downtown Eagle Rock, Los Angeles staffed with real doctors, beauticians and cold Coors Light. To tell people about it we created a long-form film in the style of real spa ads that told people all about our offerings, where to book, and promised them a cold beer and a smooth hairless body along with their vaccination.

• Business impact – sales, donations, site traffic

• Response rate

• Impressions

• Change in behavior

• Consumer awareness