Inflation is ruining summer fun in the northern hemisphere. Everything is more and more expensive, and when concert ticket prices skyrocket, fun plummets. This summer in Canada, Coors Light wants concerts to be affordable again.

In a campaign by agency, Citizen Relations, the brand is setting out to Fix Tixflation, the increase in ticket prices across Canada triggered by resellers, by helping to curb inaccessible and often unaffordable concert ticket resale.

From World Music Day on June 21, Coors Light will rescue overpriced and in-demand concert tickets from verified resellers and put them back into the hands of Canadian music lovers coast to coast. 

Canadians will have a chance to score a pair of tickets to some of the year’s top concerts such as The Rolling Stones, Niall Horan, Missy Elliott, P!nk, and more.

The concert schedule and on Fix Tixflation is available here. 

Citizen Relations is promoting the campaign through earned media relations and influencer partnerships. Wavemaker is amplifying it through paid media, including broadcast, OLV, Paid social and OOH placements. Volt is managing brand social content.