Coors Banquet Repositioning

Coors Banquet isn’t just another beer - it’s a beer brand that’s fiercely proud of its heritage. It’s been brewed using the same process for over 140 years and it was the beer of choice for the hardworking miners of Golden, Colorado.

So we set out to shift the brand’s “Western cowboy” vibe to something more universally relevant: unapologetic, classic American values.