An always-on campaign that made a new bubble-free refresher pop

Objective

Molson Coors partnered with The Digital Dept. to introduce consumers to Happy Thursday, a new, bubble-free spiked refresher! Through a strategic influencer-led, social-first campaign, we increased brand awareness, fueled product trials, and strengthened the community around this new beverage.

Strategy

Our always-on campaign activated an array of diverse content creators at a consistent cadence for eight months. With in-feed and story posts going live on a near-weekly basis, our talent saturated feeds with creative content that both educated consumers on the benefits of a no-bloat spiked refresher and sparked their curiosity to try all the flavors offered.

Our eight-month program, running from May to December, featured ongoing paid influencer partnerships, brand-led amplification, and an experiential activation. This comprehensive approach enabled us to not only meet but exceed benchmarks across nearly every category.