On this episode of The Velocity of Tradition Podcast, Suzy founder and host Matt Britton chats with Brad Feinberg, vp of media and shopper engagement for North America at Molson Coors. Brad shares how Molson Coors is leveraging AI, localized personalization, and progressive partnerships to drive engagement with a brand new technology of shoppers.
Advertising iconic beverage manufacturers in at present’s fragmented media panorama calls for a steadiness of custom and innovation. Molson Coors, dwelling to family names like Coors Gentle and Miller Excessive Life, is rising to the problem by forging impactful partnerships with cultural tastemakers and embracing data-driven personalization.
With over 15 years of expertise, Brad has spearheaded daring methods equivalent to establishing in-house inventive businesses and advancing first-party knowledge improvements. Famend for his curiosity and forward-thinking mindset, Brad seamlessly blends the artwork of storytelling with data-driven insights to forge genuine and impactful connections with shoppers.
Take heed to Brad Feinberg on The Velocity of Tradition podcast to uncover how Molson Coors is remodeling the beverage trade by progressive media methods, cultural collaborations, and customer-focused engagement.
Key takeaways:
00:01:52 Evolving Media Methods in a Fragmented Panorama — Molson Coors adapts to the ever-changing media atmosphere by balancing conventional and trendy approaches. Whereas dwell occasions just like the NFL stay important touchpoints for model publicity, the corporate is more and more investing in digital platforms and social media to have interaction youthful audiences like Gen Z. By evolving its advertising capabilities and shifting media spend to the place shoppers are most energetic, Molson Coors ensures its iconic manufacturers keep related. Brad underscores that placing a steadiness between legacy and innovation is important for connecting with at present’s fragmented audiences.
00:04:55 Tapping into the Creator Financial system — Within the period of the creator financial system, Molson Coors companions with cultural icons like Patrick Mahomes and Lainey Wilson to combine its manufacturers into moments that matter. Brad explains that these collaborations are constructed on authenticity, with companions who genuinely align with the model’s ethos. For instance, Lainey Wilson’s Coors Gentle sponsorship prolonged seamlessly into her tour, creating pure publicity throughout her fanbase. This considerate strategy strengthens belief and builds resonance, enabling Molson Coors to stay a part of significant cultural conversations whereas leveraging the immense affect of creators.
00:11:22 Personalization at Scale By means of Localized Advertising — Brad highlights how Molson Coors connects with numerous audiences by hyper-localized campaigns. From co-branded messaging with the Dallas Cowboys to event-specific packaging for festivals like Austin Metropolis Limits, the corporate creates campaigns that align with regional satisfaction and cultural occasions. Developments in AI have enabled Molson Coors to scale these efforts whereas sustaining authenticity, making certain that each touchpoint displays native relevance. By mixing expertise with cultural perception, the model deepens its emotional reference to shoppers throughout markets.
