Coors Light is looking to get a bounce by celebrating Raptors history through an LTO, part of a broader sports-focused strategy with digital OOH at its centre. The Raptors’ official beer, which has been the NBA team’s partner since its very beginning in 1995, has been celebrating with a limited-edition release made specially for fans.

Each limited-edition Coors Light can represents a decade of Coors Light x Raptors history, including jerseys with the original Velociraptor logo, the 2019 championship win and today’s iteration of the squad.

Developed by Wasserman, the creative platform aims to solidify Coors Light as the official beer of the Toronto Raptors, Michelle Sowinski, marketing director of global brands at Molson Coors, tells strategy.

“It’s no secret that the sports world is a key area for beer marketing, so it has always been important for us to evolve and break through the clutter while staying true to our brand DNA as the chill choice,” Sowinski says. “This campaign is part of our larger strategy to strengthen ties with the Raptors and sports fans across the country.”

Last year, Coors Light leaned into Toronto Raptor fandom with an LTO merch drop, The Chill Fleece designed by Joey Gollish, creative director of fashion brand Mr. Saturday, and with creative also developed by Wasserman.

Raptors Coors Light cans are available at select LCBO stores and participating locations like Scotiabank Arena, for a limited time. Cans being offered at Scotiabank arena include chances to win prizes, including exclusive team merch designed by Coors Light and the Toronto Raptors through a partnership with apparel company, Mitchell & Ness.

The brand has also placed 3D OOH creative in Yonge and Dundas square. Coors Light also took a new approach to OOH by leveraging digital trucks in the downtown core that played its 15-second video, Sowinski says. “While OOH tends to feature static images or shorter animated assets, we were able to leverage this digital tactic to better engage with fans in the heart of the city and give them an extended look at the iconic 30th anniversary cans,” she says.

Media strategy was developed by Publicis Connect, Publicis’ full service media buyer, with PR by Citizen Relations, and an owned organic social strategy under Volt. The beer brand is also running a POS program featuring visuals and “an era in every can” messaging for the limited-edition 30th anniversary cans at select LCBO locations across the GTA.