More Than Meets The Ear Series – Case Study: How We Did It

By Ad Results Media Sep 29, 2021
Hero image
In this article

For Molson Coors, successful podcast advertising starts with getting “a can in the hand” of a podcast host.

Two years ago, Molson Coors made a big decision: It decided to leap into podcast advertising as part of a concerted effort to shake up the beverage company’s traditional marketing strategy. Molson Coors turned to ARM to help them navigate this relatively new avenue, where marketing messages are entwined with podcast hosts’ unique personalities, and advertising opportunities can expand well beyond a static 30-second spot.

Kevin Welsh, Molson Coors’ senior marketing manager, explains what was behind the company’s foray into the podcast space, and why this personality-driven medium can offer brands a unique way to reach new consumers.

What was the genesis of Molson Coors’ podcast strategy?

When Michelle St. Jacques joined the team as chief marketing officer, she set our marketing team on an inspired journey rooted around a new market vision. A key pillar of that was enabling our brands to move at the speed of culture and doing things worth talking about. That led us to see podcasts as a space that could deliver on many of those areas for us. Podcasts were a wide-open space—many of our competitors weren’t there yet—and we saw that consumers were spending more and more time listening to podcasts.

Which consumers are you trying to reach?

Our core target is those people that are already drinking our products, and they could really skew at any age. But as we try to build our brands for the future, we need to allocate a good portion of our plans to recruiting a growth consumer. For most brands, that’s going to be a little younger consumer.

 Download the full e-book here to read the full interview.

Never miss any updates

Each month, you’ll receive the most important insights and ARM updates – straight to your inbox

Interested in hearing more about how we help brands grow?

Icon Podcast Influencers: The Future of Authentic Brand Storytelling
Creator

Podcast Influencers: The Future of Authentic Brand Storytelling

Consumers are getting harder to reach – and even harder...
Icon What Is Programmatic Radio Advertising? A Guide for Marketers
Audio

What Is Programmatic Radio Advertising? A Guide for Marketers

In a world overflowing with digital noise, audio has quietly...
Icon Health Care Marketing That Actually Connects: The Secret Power of Audio
Audio

Health Care Marketing That Actually Connects: The Secret Power of Audio

As open enrollment season approaches, health care providers, insurers, and...