With some marquee acts charging a month’s rent for a concert ticket, sticker shock has become very prevalent among fans in the music industry, so Coors Light is looking to do its part.

The beer brand wants to “Fix Tixflation,” and beginning on World Music Day (June 21), it’s “rescuing” overpriced in-demand tickets by buying them from verified resellers and giving fans the chance to win them.

Coors Light offer Canadians the opportunity to score a pair of tickets to several highly anticipated summer concerts, including The Rolling Stones, Niall Horan and Missy Elliott.

“I think we can all agree, there is nothing quite like the transcendent experience of live music, but unfortunately, it’s become an inaccessible and unaffordable experience for so many Canadians,” says Leslie Malcolm, vice president of marketing, Canada for Molson Coors Beverage Company.

Sarah Robson, senior marketing manager, Coors,  notes that as a brand known for celebrating live events, it didn’t sit right with Coors Light that live concerts felt out of reach for so many. She adds that the campaign fits within a wider emphasis that the brand is placing on music in its marketing.  Summer concerts and festival season, Robson says, felt like the perfect moment to launch the brand’s 360 music platform celebrating music, she says.

Coors Light notes that it has supported various top events and venues in the Canadian music industry for years, including Osheaga, Ottawa Bluesfest and Rock the Park.

“Rather than looking to other categories for inspiration, we looked to Coors Light consumers,” Robson says. “Knowing that music is one of the largest shared passions amongst our target audience of 19- to 34-year-old Canadians and is increasingly a major driver of culture, it felt like an obvious space for the brand to enter.

However, she notes that 76% of Canadians above 19 years old say it’s harder than ever to get concert tickets, and more than half (60%) of those believe they can’t afford to see their favourite artists perform, citing a Maru public opinion survey on behalf of Coors Light.

Citizen Relations developed the creative and strategy behind this campaign, and is leading PR amplification (production, media relations, and influencer partnerships) and experiential.

The campaign is being further amplified through a comprehensive paid media approach executed by Wavemaker, including broadcast, OLV, paid social and OOH placements. Volt is managing brand social content.