How music is helping Coors Light strike a chord with fans

One-Off Brand Experiences

Using music to create one-off experiences has been key to Coors Light’s Ice Cave Rave, activated this year across cities including Birmingham, Dublin, Sheffield, Glasgow and Manchester. The focus of the campaign, devised with agency Sense, was to drive a real-world live brand experience and showcase the “ice-cold refreshment” brand proposition.

Coors linked up with dance music magazine Mixmag to give guests the chance to interact with a number of “icy” touch points within a “cave” – such as a Coors Light Bar serving pints and Coors Light cocktails, a DJ booth and dance floor – while a gif booth and Instagram printer encouraged visitors to share their musical brand experiences through social media.

After their 30-minute rave, guests left the cave and continued their drinks in a seating area in an outside bar.

“For Coors Light, it is not just about delivering refreshing, great-tasting beer but ensuring we consistently engage consumers with unique experiences they’ll never forget,” Debbie Mack, head of American beers at the brand, says.

Joanna Wharton, account director at Sense, says that using the right genre or striking up the appropriate artist partnerships for an experiential campaign can help brands boost engagement significantly. There is also the sheer entertainment value, which draws attention to campaigns.

“There is the also opportunity to extend reach beyond the direct attendees of the experience,” she adds. “The online streaming of Mixmag’s Lab sessions from the Coors Light Ice Cave, using the Coors Light and Mixmag social channels, enabled the sessions to reach hundreds of thousands more people than simply those in the club.”

Festivals and dedicated music events are proving to be another fertile ground for brands and music collaborations. While music still plays a central role, festivals today are also very much about the overall experience. Wharton says the smart brands are those that do their best to make a positive contribution to the event as a whole rather than just push their products.

“This includes music and brand partnerships,” she says. “This has led to many brands, such as Jack Daniel’s, Innocent and Ben & Jerry’s, hosting their own branded raves, gigs and festivals, with such activities becoming a key part of the music industry.”

Read the whole article on Campaign.


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5th Floor Century House
100 Oxford Street

New York

243 E 14th
#2 C/O SQ
New York
NY 10003


Discover our latest guides to help brighten your brand experience strategy here at The Future Lab

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Whether it be Festivals, Trade Shows, PR Stunts, Installations or Pop Ups to name a few, we believe brand experiences are one of the most powerful forms of marketing to impact consumer perception and attitude towards a brand. They can create real behaviour change when born out of a deep consumer insight allied to a compelling idea. And it’s these fundamentals we look to get right whatever the live, virtual or hybrid task in hand.


Sampling is all too often perceived as an unsophisticated, somewhat ‘blunt’ marketing tool. Over the last 16 years Sense has pioneered a set of strategic principles which underpin our unique approach to sampling and which are highly measurable from both an ROI and consumer behaviour change perspective. We will happily guide brands through the myriad of sampling channels and products available so whether it’s mass face to face sampling, in offices, digitally, at home or just a strategic framework that you are after, we can provide a blend of tactics to fulfil both brand and sales objectives.


With many clients now focused on activating in channels more closely associated with a sale, our heavyweight retail experience closes the loop on a typical shopper journey by encompassing the moment of truth in store. Be it prize promotions, shopper toolkits, key visual creation, path-to-purchase communications, category strategy, B2B campaigns or Amazon optimisation, our goal is to create forward-thinking retail experiences that deliver demonstrable brand value. We aim to make ‘retail fail’ a thing of the past for ambitious brands looking to thrive is an ever-competitive landscape and believe our streamlined team is perfectly placed to do this.


Knowing what will keep a brand bright, exciting, and vital means we need to keep one step ahead of the curve. Our thought leadership hub, The Futures Lab, helps us to understand the marketing trends of tomorrow. It’s also the origin of strategies and methodologies which have created over 65 award-winning campaigns. 


Creativity is nothing without results. And we know that commissioning bold concepts, capable of changing minds, requires reassurance that it’s the right thing to do. 

Data, insights, and research precedes every campaign we do, and our proprietary measurement tool, EMR, gives us a decade of campaign performance metrics. Which is why we’re proud to have been recognised as industry-leading by brands like The Economist, Coca-Cola, and Molson Coors. 


We believe brand experience is inherently more varied than other forms of marketing. No formula, no template, no cookie-cutter approach – and often no precedent. 

That’s why, Sense places trust at the heart of its business – grounded in teamwork between our people and yours. Our processes are efficient, our senior team stay involved and our partnership mentality had helped us sustain powerful client relationships, some lasting over 10 years.