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Introduction to diving:

  • According to details shared with Marketing Dive, Coors Banquet today (August 4) launched “Protect Our Protectors” in partnership with the Wildland Firefighter Foundation (WFF).
  • The program includes limited-edition packaging and a capsule collection from apparel line Brixton, with proceeds from both benefiting WFF. A collaboration with country music star Chase Rice and a new ad co-produced with creative agency Mischief are also coming soon.
  • one Molson Coors’ fastest growing brand, Coors Banquet, is focused on supporting America’s firefighters during the wildfire season. The press material calls out how climate change is increasing the spread and severity of wildfires, aligning efforts with the company’s other environment-focused initiatives.

Dive Insights:

Coors Banquet’s Protect Our Protectors brand continues its efforts – brewed in the “heart of wildfire country” in Golden, Colorado – to support firefighters as wildfires rage across the American West.

Since 2014, Coors Banquet has donated more than $2 million to the WFF. The capsule collection launched on the beer brand’s website fits with a popular marketing strategy in which the brand further caters to consumers with limited-edition merchandise, while generating revenue and collecting first-party consumer data.

The ad created with Mischief is the creative agency’s first for the brand. It features active-duty and retired firefighters, some of whom wear their own gear, but were made with attention to their environmental impact and did not use controlled burning to depict the wildfires advertised. Instead, the prank used smoke pipes, biodegradable fake soot and visual effects, according to details shared with Marketing Dive.

The partnership with Chase Rice will see the country music star host events across the country, appear in creator content, and participate in a day of firefighter training. By partnering with musicians, Coors Banquet can connect its efforts to pop cultureā€”a growing necessity for brands of all kinds.

Purpose-driven initiative comes days after parent company Molson Coors reported its latest earnings.The company attributed U.S. sales down 1.7% leading to a decline in sales across the industry. However, Coors banquet is a highlight This quarter: The brand is one of Molson Coors’ fastest growing beer brand with double-digit sales growth and growing market share driven by a new generation of drinkers, President and CEO Gavin Hattersley said on the earnings call.

The new Coors banquet program complies with Molson Coors drives efforts around sustainability and environmental goals; sister brand Coors Light previously eliminated plastic rings and installed rooftop cooling billboards in Miami.



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