THE CHILL SQUAD
Bringing Support to Chicago Communities with Coors Light®
Client: Molson Coors Beverage Company
Locations: Chicagoland, IL
Launch Date: Winter 2022
Product: Coors Light
KEEPING CHICAGO CHILL
Challenge
Winter in Chicago is notoriously unforgiving, marked by freezing temperatures, icy sidewalks, and relentless snow. Coors Light needed a creative way to stay top-of-mind during the coldest months, while reinforcing its core brand message of “chill” in a season that feels anything but.
Solution
Foxhole Creative launched The Chill Squad in Winter 2022. A street-level activation designed to bring relief (and branded warmth) to Chicagoland residents. Our team of Coors Light Brand Ambassadors showed up with shovels to clear sidewalks and driveways for locals.
Impact
In just 2 days, we shoveled and salted over 16 blocks of city sidewalk, cleared snow from more than 20 vehicles, and shoveled just as many driveways. The team also hit 4 on-premise accounts, connecting with dozens of Coors Light fans while distributing hundreds of branded winter essentials like jackets, beanies, ball caps, and beverage wraps.The Chill Squad wasn’t just an activation. it was a community service moment wrapped in brand storytelling. By combining practical help with personal interaction and premium swag, Foxhole turned a cold Chicago weekend into a warm expression of Coors Light’s identity, and won the silver 2023 Promotional and Branding Davey Award.
Journey of the Chill Squad
Armed with Shovels, Swag, and Smiles, 4 Brand Ambassadors set out to give back to the community.
Roll Up
The Chill Squad arrives onsite to assess the situation.
Roll Out
To wrap things up, the Squad travels to on-premise bars to spread the Coors Light love with even more community members.
Shovel
The Squad shovels snow off of sidewalks, stairways, driveways, and cars for members of the community as the ultimate way to give back.
Chill
We introduce ourselves to the locals and let them Chill with premium Coors Light Swag while we get to work.
VIDEO RECAP
The Chill Squad Van
The Chill Squad Route
Credits
Tim Frank
Senior Creative Director
Foxhole Creative
Tiffany Vanjo
Producer | Field Marketing Manager
Molson Coors Beverage Company
Special thanks to all partners and contributors who worked together to bring the Chill Squad to life!
