With big beer declining 3% y-o-y in Canada, growth must happen at the expense of competition. But Product parity in mass market beer means differentiation between manufacturers is the job of branding, with sports sponsorship a key tool in the beer branding toolkit due to its target audience reach and association with things of value to the consumer. However, sports are also expensive and saturated properties, so breaking through, much less building those associations, can be financially risky. In such an environment, Innovation is key. But this carries its own set of risks. So how do we deliver “Safe innovation”? This was the challenge brought to us by MEC CANADA, media agency to Coors Light.