This past year, Coors Light made a bold move in the Canadian market with its award-winning Coors Light Chill Train campaign by Citizen Relations, which was crowned Best Public Experiential Marketing Event at the 2025 Canadian Event Awards. Faced with a declining beer market, Coors Light aimed to reignite its brand with a campaign that resonated deeply with Canadian culture, reintroducing the iconic Silver Bullet in a fresh and impactful way.
For years, Canadians missed out on one of the most memorable aspects of the Super Bowl—its iconic ads—thanks to a 2019 Supreme Court ruling. But Coors Light decided to make a game-changing move, purchasing ad space during the Canadian Super Bowl broadcast. This wasn’t just a commercial; it was a full-scale experiential activation. To bring this idea to life, Citizen Relations orchestrated the Chill Train, a multi-city activation that froze urban elements as it travelled through Vancouver, Calgary, and Toronto, creating a stunning visual spectacle for all to see.
As the Chill Train journeyed through these cities, it left behind an unforgettable frozen path; streetlights, bike racks, and even statues encased in ice, all symbolizing the refreshing chill that Coors Light represents. But turning this vision into reality came with its challenges. The team needed to ‘freeze’ custom items, everything from park benches to hot dog carts, without using real ice. After multiple trials with different materials, they landed on a fast-setting epoxy that created a realistic, ice-like effect. The frozen installations were then carefully transported across the country, making sure they arrived on time and intact.
In each city, locals were greeted by brand ambassadors dressed in icy blue puffer jackets with “frozen” makeup, enhancing the immersive experience. The installations were interactive, encouraging people to take photos and share them on social media, which helped amplify the campaign’s reach.
The real magic came through engagement. QR codes etched in ‘ice’ blocks directed people to contest entries, where they could win Coors Light merchandise, game day essentials, and even tickets to the next Super Bowl. Canadians, who had long felt sidelined from the Big Game’s excitement, finally felt included, experiencing the spectacle firsthand.
The results were staggering. Coors Light saw a 13% sales increase, a 534% rise in search interest, and over 451.7 million media impressions. The campaign not only garnered massive media attention but also set a record for first-party data collection, with a 70% opt-in rate that far surpassed previous efforts.
The Coors Light Chill Train set a new benchmark for experiential marketing, showing event planners how creativity and precision can drive real results. By seamlessly blending physical installations with digital engagement, this campaign didn’t just promote a product—it created a memorable experience that resonated with Canadians, making it one of the most successful and innovative campaigns in recent memory.
To learn more about Citizen Relations, visit their website and social media pages.
