Coors Banquet has brewed its beer in Golden, CO with Rocky Mountain water for more than 150 years. The brand now celebrates this milestone with its new “Start Your Legacy” campaign, supported by a new brand film, limited-edition packaging and cans and a new line of merchandise.
The :30 brand film is titled “Legacy Grows.” It follows a musician’s journey to success. This new ad creative happened in partnership with DDB Chicago, and is now live across digital streaming platforms and on social media.
“Building a legacy takes time – just look at Coors Banquet, a beer that was first brewed in 1873, and continues to connect with generations of drinkers today by embracing its roots,” says Marcelo Pascoa, vice president of marketing for the Coors Family of Brands. “That theme of perseverance comes through in our new film, where we show that the hardest part of starting any legacy is taking the leap of faith.”
The “Legacy Collection” reimagines the designs of Coors Banquet’s cans by paying tribute to its roots. There are three commemorative designs that recognize a specific piece of Coors Banquet’s legacy throughout the years. The “Legacy Collection” hits shelves from now through July at retailers that carry Coors Banquet.
- The first can of the “Legacy Collection” shows the Castle Rock logo that was introduced for the Coors Brewery in the 1890s.
- The second can of the “Legacy Collection” depicts how the Coors Brewery looked in 1923.
- The third can of the “Legacy Collection” highlights Coors’ tradition of brewing with 100% Rocky Mountain water.
The new line of merchandise consists of wearable apparel and accessories — including t-shirts, a sweater, a tote bag and water bottle — that highlight Coors Banquet’s 150-year-plus legacy. Fans can collect a three-pack of Coors Legacy Collection glasses. The merchandise is available for purchase online at shop.coors.com.
