MCBC: 2023
National On-Premise Sampling Program
Overview :
The Idea :
What We Did :
On behalf of another agency, Reignite was brought in to take over and operationalize Molson Coors’ national summer sampling program. Our team assumed full responsibility for managing and inventorying brand assets across the country, vetting existing materials for use, and fabricating additional support assets as needed.
We developed standardized training documentation and best-practice guidelines for staff nationwide, ensuring consistent brand representation across all markets. Reignite also designed modular brand toolkits and built an online booking and coordination system to streamline collaboration with sales teams and on-premise partners.
Throughout the campaign, we worked closely with regional sales teams to advance events, manage logistics, and execute samplings efficiently across a wide range of venues and formats.
Impact :
The program successfully delivered a cohesive national presence across hundreds of on-premise locations, supporting multiple Molson Coors brands within a single operational framework. By centralizing processes, assets, and training, the program improved execution efficiency, enhanced brand consistency, and created a scalable model for future activations.
The initiative also opened the door to additional collaboration across Molson Coors departments, reinforcing Reignite’s role as a trusted execution partner for complex, multi-market programs.
