Coors Original and Wrangler are leveraging the Western aesthetic in pop culture to promote Beer Wash Jeans, featuring Wrangler denim in a Coors wash.

Chantel Dick, brand manager of Coors Original, tells strategy the campaign is geared towards 25 to 34-year-old drinkers and country enthusiasts who identify with the values “hard work, authenticity and nature.” It’s essential for Coors to continuously meet this demographic where they are and tap into their existing interests to maintain their brand love and loyalty, Dick adds.

“In previous campaigns, we’ve focused on other elements of Western life, from country music to the great outdoors,” Dick says. “Now, our partnership with Wrangler is allowing us to double down on our Western-inspired roots and continue to evolve within the realm of country culture, while stepping onto the fashion scene in an unexpected way.”

Wrangler used repurposed brewing resources from Coors for its Wrangler Cowboy Cut jean. Each limited-edition pair of Beer Wash Jeans is outfitted with a unique tag that features a Coors Original bottle opener and a patch kit for consumers to customize their jeans. Eligible Canadians of legal drinking age can enter for a chance to win a pair of Beer Wash Jeans for themselves from now until Monday night.

The approach is a part of Coors Original’s long-term strategy to distinguish itself in a highly competitive beer market, Dick says. “It’s no secret that the beer category is competitive, and differentiation is essential to stand out for consumers. For Coors Original, that means staying true to our values and legacy while upholding the tradition of never compromising on quality and our defining brand characteristics.”

In Canada, Citizen Relations is leading PR, including earned media relations, influencer partnerships and creative product seeding. Publicis Connect is leading the paid media strategy involving Spotify and OOH placements, and Volt executed an owned organic social strategy.