Molson Coors was seeking to build brand familiarity for their beer SOL and encourage Canadians to ‘grab a SOL’ while enjoying summer activities. With Canadians turning to us for the summer forecast, and half of our users drinking beer in the past 6 months*, Molson Coors partnered with Pelmorex to develop an audience-centric campaign utilizing the power of weather.


A high-impact campaign was developed to highlight the sunny and fun personality of SOL and connect it with the summer activities Canadians were enjoying across the country.

The campaign successfully:
– Inspired with summer patio custom content
– Drove clicks to content via social media and digital ads
– Grabbed user attention with weather-relevant storytelling and weather-triggered creative
– Engaged the target market via custom audience segmentation


The target audience embraced the fun and engaging personality of SOL and the campaign content delivered great results across all metrics, including:
5M+ total digital ad impressions
442K+ social impressions on Facebook content drove 6.3K+ clicks to custom articles
0.42% CTR on custom articles-more than 3x benchmark
Top performing promotional drivers to content delivered a 0.32% average CTR (Avg: 0.15%)

*Source: ComScore. Plan Metrix. Home and Work. March 2023. Personally Drank In Past 6 Months – Yes.

Pelmorex proved to be a highly effective media partner, bringing an extra dose of sunshine to SOL’s summer campaign. Our overarching goal was to creatively connect consumers to retailers and sun-soaked patios, encouraging them to savour every moment of summer, come rain or shine. What made this campaign remarkable was its fusion of robust data and targeting approach with a creative mindset, a combination that motivated its success. The Weather Network team were true professionals from planning to completion. Their enthusiasm and energy seamlessly mirrored the vibrant spirit of SOL, making this partnership a radiant success.

Sarah Boodram, Media Planner at Wavemaker – Molson Coors Creative Agency

SOL logo