Project: Coors Beer
Client: Molson Coors
Expertise: Brand Activation & Strategy
"Our heritage is an extremely important part of the Coors brand, but it’s one that is perhaps less well known here in Australia, so we were keen to work with Hunter on the Coors Crushers to help bring it to the fore." - Marcus Kellett, National Activation Manager, Molson Coors
Open. Drink. Crush. Recycle. That’s pretty much the mantra behind our new brand build/campaign and homage for US super beer, Coors and recycling superhero/pioneer/legend, Uncle Bill Coors.
Wanting to gain a foothold in the tough Australian beer market, Coors wanted to grab attention and also celebrate something of their rich heritage. So we dug into their history books and stumbled upon the fact that Bill Coors was one of the pioneers of the recycling movement. His invention of the recyclable aluminium can revolutionised life as we know it. Using that as our starting point, we created an on-premise ritual and consumer facing, content-driven Instagram and facebook campaign to get people drinking, crushing and recycling. At time of writing, the campaign has just gone live but initial responses have been fantastic.
Aside from being chuffed to bits to be working with some of our favourite co-creators, props legend John Osborne plus the very talented photographer/film maker, Matt Quérée, we’ve been equally excited to be working with a logo as famous as Coors. That’s another thing ticked off the ‘Hunter Bucket List’.
Brand strategy, creative strategy, creative direction, art direction, copywriting, graphic design, activation, film, photography, social media, project management, production management & execution.