FH25 - Experience the Coors-Chill

2026-04-08
Category
Ourselves
FleishmanHillard - Budapest
In the next part of our 25 Years 25 Campaign campaign, we look back to the beginning of 2024, when, on behalf of Borsodi Brewery, we supported the launch of Coors by planning and organizing a truly memorable event. The task was not simply to communicate the entry of a new beer to the market, but to create a real brand experience, as we had to support the launch of one of the most recognizable brands in the world. With Borsodi Brewery, we wanted a launch event that is special, spectacular, and brings back everything that makes Coors different. This is what we built the concept of “Experience the Coors-Chill”. Where journalists can not only taste, but also experience the brand.
The challenge

When Coors was introduced, the goal was not only to announce the arrival of the brand, but also to bring to light the novel, exciting, special character of Coors. We were looking for a solution that would both strengthen Borsodi's position as an innovative brewery and, in addition to the announcement, provide the media with a memorable experience.

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The solution

We put the Coors-Chill experience at the heart of the campaign: the Colorado vibe, the special consumer experience and the brand's fresh, iconic world. The press event was preceded by a teaser period with unique invitations, a private Instagram interface and mini coolers, then we completed the experience with the full set, program and personalized gift packages of the launch event implemented at the Normafa Ski House. Among other things, we invited journalists to an individual, air hockey championship.

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The result

The event was attended by 24 journalists and bloggers, and the campaign brought a total of 32 appearances, with a reach of nearly 10 million and an overwhelmingly positive tone. This made it one of the most memorable product launches of 2024.

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Why did we love this job?

Because we were able to shape a product launch into a real experience - one that not only presented the brand, but also made its entry into the Hungarian market memorable and brought measurable results. For this, of course, trust and common thinking between the client and the agency were essential.

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