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Even in the midst of a global pandemic, Molson Coors saw a marketing opportunity that it couldn’t refuse…
Last week Olive Veronesi, who amid the coronavirus pandemic is quarantining herself at her Pennsylvania home, generated national attention after a photo of her in the window went viral on social media.
The photo, which was shared by a relative, and then by local TV station KDKA, featured the 93-year-old grandmother with the sign in one hand and a Coors Light in the other which read “Need More Beer.”
Pandemic ready!
Her story, which provided a welcome respite from all the depressing coronavirus news, was shared over 50,000 times on Facebook and spread to millions in a matter of hours, getting picked up by major media outlets such as NPR, USA Today and the Washington Post.
It also created an enormous marketing opportunity for one of the world’s biggest brewing conglomerates…
Learning of Veronesi’s predicament, Molson Coors contacted her daughter, Anna, who helped coordinate a special delivery of 150 Coors Light to Seminole, Pa., population 91, according to Beer & Beyond, the company’s blog site……
And while Veronesi is stocked up on Coors Light for now, Molson Coors extended a standing offer for more beer whenever she’s ready for replenish her stash.
This from Molson Coors Chief marketing officer Michelle St. Jacques, (who we expect was also sheltering-in-place)…
“When we saw Olive’s message, we knew we had to jump at the chance to not only connect with someone who brought a smile to our faces during this pandemic, but also gave us a special opportunity to say thanks for being a Coors Light fan,”
“Even in the pre-COVID era, we would’ve been thrilled to fulfill Olive’s request. But in this moment, during these unusual times, bringing a little bit of joy to someone’s day is the least we can do.”
For those like Veronesi who find themselves short on beer, Molson Coors is increasing its presence on e-commerce channels and exploring ways to improve availability of its beers for a nation now largely sheltering-in-place.
Want more Coors Light pandemic news?
COORS LIGHT DUMPS MARCH MADNESS SPOT AMID PANDEMIC FEARS
How about a 100- year-old vet who drinks Coors Light every day?
MILLERCOORS GIFTS 101-YEAR-OLD VET WITH A FRIDGE FULL OF BEER
