Our work

Brewer reaches billions with best-practice storytelling

September 2018

Molson Coors’ Our Beer Print Report 2018 was amplified by top-tier media coverage garnering five billion media impressions in 24 hours.

Putting Our Beer Print in print

To offer a clear update of the company’s first steps towards its Our Beer Print 2025 goals launched last year, Flag was enlisted by Molson Coors to write, design and produce its 2018 sustainability report, Our Beer Print. The magazine-style report includes a selection of key stories and relevant highlights on material areas, and was complemented by an infographic, a poster and a refreshed Our Beer Print video.

To give informed audiences an update on Molson Coors’ performance, we also wrote and designed the more data-driven Environmental, Social and Governance Report 2018, aligned with international reporting frameworks.

Refreshingly cool and crisp: a report design to match the product.

Unprecedented visibility

From the messaging and imagery to the media strategy and supporting communications materials, Flag shaped the launch of the Our Beer Print Report 2018 to generate impact and visibility among key stakeholders. The efforts to showcase Molson Coors’ good work tied in with other announcements about new incentives for barley farmers, the company’s zero waste to landfill achievements, its water and energy savings, and its science-based targets.

In addition, Flag secured an exclusive interview with Molson Coors’ CEO Mark Hunter through Reuters (75.6 million media impressions), as well as landing coverage in CNBC (94.8 million), Business Insider (160 million), The Globe and Mail (22.1 million) and Clean Technica (2.1 million). In total, we helped to generate more than five billion earned media impressions within the first 24 hours of launch, spanning top-tier global media outlets, as well as beverage industry and sustainability news sites.

The Molson Coors team was thrilled with the success of the launch, which far exceeded expectations.

What we did

  • Branding and messaging development
  • Communications strategy consultancy
  • Copywriting and editing
  • Creative and concept design
  • Video storyboarding, design and animation
  • Social media strategy and content development
  • Media relations strategy and collateral development

About Molson Coors

With a story that dates back to 1774, the Molson Coors Brewing Company was formed when Molson (Canada) and Coors (United States) merged in 2005 and became one of the world’s largest brewers with the acquisition and integration of MillerCoors in 2016. The company, headquartered in Denver, Colorado, is active in 65 markets, has 29 breweries and employs more than 16,000 people. To learn more, visit the Molson Coors website and sustainability section.

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