The marketing director came to us and said, “it's do or die”, the Coors brand was tanking and something had to be done. Coors used to stand for something but the brand was having a major identity crisis. So we devised a plan to remind Coors drinkers of the bold heritage, the rich mystique and the unwavering commitment Coors Banquet has to brewing beer, only in Golden, CO. and with the finest ingredients .
Instead of marketing to the masses we focused on our core consumer:
- Bring Back the Coors Banquet -
- Tout the Ingredients, Heritage, and Mystique -
- Market to Influencers and Niche Cultures -
Within a year we resurrected a classic Coors Banquet brand with a successful and tremendous 21 point trend reversal. While Budweiser and Miller Genuine Draft were down by as much as -5.1% Coors Banquet was up by +7.6% in the second year of the relaunch.
The Banquet is Back!
We spearheaded and developed the direction, positioning, lock-up logos, point-of-sale, merchandising and billboard-ad campaigns. We consulted on the brand marks, packaging designs, radio and TV. The overall success was the result of a strong collaboration between The Integer Group, Landor and Draft FCB.
Our positioning – “Stubborn Beer for a Stubborn Beer Drinker” became our Mantra.
The unveiling of the Coors Banquet relaunch put us front and center at on-and-off-premise establishments. The materials showcased our brewing qualities and the unique stories.
off-premise
Award Winning Display
Innovative displays using digital liquid technology earned us some shinny medals.
The billboards captured the essence of Coors Banquet's stubborn commitment to quality.
We also focused on niche cultures in the surf, music and snow communities who had an affinity for our brand.
A year prior to introducing the relaunch of Coors Banquet we seeded new/retro-classic materials to remind our consumer of our history. The guerrilla tactics primed the market for the relaunch of Coors Banquet and created an organic appeal among influencers.
