CLIENT: Molson Coors Canada
DATE: 2013 - 2016 Canada
SCOPE: We were involved with the launch of Coors Banquet, also known as Coors Original, in Canada at the end of 2012. Originally asked to put the corporate card of EVENTSING down and acquire nine vintage trucks for 5 regions across Canada as quickly as humanly possible and to hire the cool yet responsible brand ambassadors in each market to sample, seed and build awareness of the banquet beer from the ground up. Yup you got it, no problem!
The program was easily one of the funnest we've had the privilege to work on; sourcing and purchasing vintage trucks, pulling off their old tires to outfit them with a back to stock authentic look and transforming the sometimes ugly original orange, green or maroon paint to the iconic gold. The Coors Banquet cult following and consumption is strong in Canada and we'd like to take a fraction of a fraction of responsibility for simply putting the beer in the right people's hands which just so happened to be our influential friends...