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Molson Coors - High Stakes Beer Ad

Award: Shortlist

Shortlist / Digital / User Participation / 2023

After 30 years, Molson Coors made its grand return to the Super Bowl with the High Stakes Beer Ad: the first commercial that people could bet on. The campaign brought together the company’s two most iconic beers, Coors LIght and Miller Lite, and tapped into one of the biggest cultural trends in the US – sports betting. For two weeks, people could bet on every part of the commercial on DraftKings, a leading online betting company in the US. With over 250,000 entries, the High Stakes Beer Ad became the biggest non-sporting event in its history, and the most highly anticipated advert of the event.