Molson Coors Beverage Company: Coors Light Fix Tixflation

Shortlist Award

Coors Light Fix Tixflation

Molson Coors Beverage Company

Canada

2025

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Entrant Company

Citizen Relations

Entry Type

Product/Service

Program

Clio Awards 2025

Medium Type

Professional

Medium

Experience/Activation

Category

Events

Coors Light's "Fix Tixflation" campaign stood up for one thing: that live music should be accessible in Canada. Recognizing fan frustration with inflated resale ticket prices, Coors Light launched this initiative on World Music Day 2024. The campaign targeted five major summer concerts, offering fans a chance to win free tickets through FixTixflation.ca. Artist-specific skill-testing questions prevented bot entries, ensuring tickets went to genuine fans. Coors Light "Robin Hoods" even surprised concertgoers by buying resale tickets at face value and giving them away. The campaign featured influencer engagement, creative seeding drops with concert-themed merchandise, and widespread media outreach. Bold online video and out-of-home ads resembling concert posters amplified the message. A collaboration with illustrator Greg Maxwell resulted in a limited-edition concert tee. "Fix Tixflation" rescued over $81,000 in resale tickets and generated 118 million positive media impressions. The campaign not only solidified Coors Light's position as Canada's #1 beer and the beer of music (with 1 in 3 Canadians associating the brand with music) but also demonstrated a commitment to improving the live music experience for fans.

All 2025 Winners

Credits

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