What do the Foo Fighters, Satan, and beer all have in common? Coors Almighty Light. This campaign lived at the zeitgeist of culture as it captured diehard Foo Fighters’ fans and casual beer drinkers alike. It leveraged a non-traditional type of advertising by tapping into an organic celebrity fan of the product.

The Foo Fighters had just released a new, campy horror film, Studio 666. Dave Grohl, the leading man of the band, is a notorious fan of Coors Light. The brief asked us to use Coors Light’s status as Dave Grohl’s favorite drink to promote the Foo Fighters’ new movie in a culture-busting way that would create buzz.

In the Foo Fighters’ new horror movie, Studio 666, Dave Grohl’s soul becomes possessed by a demon, the same Dave Grohl who happens to be a huge fan of Coors Light. Naturally, the most efficient way to save his soul was to infuse his favorite drink with powerful demon-fighting properties. We created Coors Almighty Light, the first spiritually augmented beer formulated to ward off demons, specifically while watching the Foo Fighters’ new film. Made with real Rocky Mountain Holy Water and blessed by an ordained minister, the beer offers a liquid exorcism that will save your soul with every sip.

Our target for this was quite broad as both Coors Light and the Foo Fighters are big brands with mass appeal (who doesn’t like the Foos?). The true strategic challenge of this project was creating an idea that not only drove PR for the Foo’s new movie (which it certainly did) but also reinforced Coors Light’s brand positioning (which it also absolutely did). Coors Light is about all “chill,” and it’s very hard to be chill when you’re possessed by an evil spirit. The key question was how could Coors Light help chill out the possessed Foo Fighters? Problem, meet solution: we landed on a limited edition Coors Light designed to do exactly that. Beer, rock ’n’ roll, the devil and, yes, chill = Coors Light PR magic.

Briefed at the beginning of January and launched on February 23rd, this campaign lived all across the US. We went live on social media, to be quickly picked up by the press. Our social posts drove consumers to CoorsAlmightyLight.com, where they could get their free drinkable demon deterrents. These real liquid exorcisms came in custom Coors Almighty Light cans with special limited-edition packaging.

The campaign garnered more than 733 million impressions, shattering the goal by more than 200 million. It was shared organically in more than 433 news stories, almost half of which were broadcast placements. More than 8,000 people registered to claim the product, which sold out immediately.