COORS BANQUET

Adolph Coors opened his brewery in 1873 with Coors Banquet beer. But, like other “fully-leaded” beers (Budweiser & Miller Genuine Draft), the brand had fallen on hard times. Light beers were killing premium beers.

The brewery was considering halting production—until, that is, our campaign slammed the brakes on a 17-year slide. Featuring the dulcet tones of Mr. Sam Elliott, it reconnected the brand to the core values of its drinkers. And ever since, sales have been off the charts (which is more than Bud and Miller can say).

Somewhere in beer heaven, Adolph Coors is smiling.

COORS BANQUET CAMPAIGN RESULTS: • Reversed a 17-consecutive-year sales decline • Driving 15+ consecutive years of volume growth, bucking legacy brands trend

"Set in Stone" :60 Radio
"Golden" :60 Radio
"American Farmers" :60 Radio
"Rough" :60 Radio

In addition, every year Banquet does a limited-edition one-month “Heritage” promotion featuring label designs from their illustrious past. We developed these ads for digital, print, in-store and on-premise.