(Photo credit: Shopper consultant, Aaron Richman, Jamz Marketing)
Coors has its ear to the ground and is tapping diverse music fandom with two separate contests.
The first, for Coors Original, is a gift-with-purchase free cowboy hat and a chance to win a premium Boots and Hearts weekend. The package it’s offering includes two VIP tickets to the country music festival in Oro-Medonte Ontario, as well as a three-night stay at the campsite, artist meet and greet, pre-paid gift card and Coors Original swag.
Shoppers picking up a pack of Coors Light can receive a pair of earbuds and enter for a chance to win a VIP trip to the Montreal-based music festival, Osheaga. Prizing consists of transportation to and from the event via a Coors Light Bus, VIP tickets for two, hotel, dinner, after parties, and exclusive Osheaga x Coors Light Merch.
“Both brands are deeply immersed in music and culture, especially live music experiences,” explains Sarah Robson, Molson Coors’ senior marketing manager. “Coors Original focuses more on country music, staying true to our roots in Western life – the land, the people and the culture. This naturally aligns with our brand mission by holding fast to our traditions and inspiring others to build their own legacies.”
The brewer recently had another tie-in with music through its “Fix Tixflation” campaign, Coors Light’s effort to democratize concertgoing.
While “Fix Tixflation” is not a Coors Original program, Robson tells strategy the insight and purpose of making music more accessible to more people still holds true for both brands as live music festivals like Boots and Hearts and Osheaga bring people together.
Robson notes that customer preferences in Canada have shifted towards live music experiences, with a growing demand for music events across various genres.
“With summer being an undeniably busy time for beer marketing, it was important that we meet consumers where they are – at the festival grounds,” Robson says.
In prior years, Coors has focused efforts on owning the country music space, but this year it’s doubling down on that through a “more evolved and integrated country music programming” effort that includes bigger on-site activation footprints, as well as increased customer engagements.
For example, at Boots and Hearts, it will have a new footprint within the RV grounds. This includes a larger area that includes a viewing deck during the concert near the main stage, and an additional activation area where there will be photo ops, areas to hang out with friends and listen to music from a few of the artists performing in the Emerging Artist Showcase, a platform for spotlighting Canadian country talent.
The Coors Original program, running at select LCBO stores until July 23, was developed and brought to life in-house by brand and shopper marketing teams.
The Coors Light earbud promotion is available until August 31. It is Ontario-led, but can also be found in select locations across the Prairies and Atlantic Canada.
