COORS LIGHT CRAWFISH BOIL 

Art Direction, Photography, Animation, Illustration, Newspaper and POS Design

A newspaper series touted Coors Light as the preferred beer of crawfish boils. Three editions provided a humorous read, while educating consumers about brand equities, and later repurposed as a dinner spread for steaming mounds of crawfish. This simple, key insight generated sales momentum in a tight category among Coors Light competitors in the Bayou region. The campaign was a smart and effective way for Coors Light to capture market share in a competitive category by leveraging local insights and cultural connections.