Coors launches on-pack promo offering 'epic music experience' in Colorado

Molson Coors Beverage Company has unveiled an on-pack promotion for the Coors brand, offering consumers the chance to win music-themed prizes, including a trip to experience an epic gig in Colorado, the home of Coors.

Consumers will be in with a chance to win an exclusive trip to Colorado for one winner and three guests, including tickets to see a concert at the iconic Red Rocks Amphitheatre. Up to one thousand UK concert vouchers will also be up for grabs when the promotion rolls out from August.

It builds on Coors’ popularity among music fans and will strengthen its position as one of the top ten lagers in Great Britian [Circana and CGA GB 52w/e 20.04.24].

Running until 30 September, QR codes on promotional packs will take adult consumers to the ‘Win With Coors’ competition page to enter their details and submit proof of purchase.

Featuring an Illustration of Red Rocks Amphitheatre, promotional multipacks include 10x440ml and 15x440ml can packs, 18x330ml glass bottle packs, and price marked 4x568ml can and 4x330ml glass bottle packs.

“We are excited to give people the chance to win an epic music experience and enjoy Coors with their friends and family at our brand home of Colorado,” Helen Jones, Coors senior brand manager at Molson Coors, said.

“This is one of our biggest on-pack promotions yet, building on the success of the Coors brand. The opportunity to visit the home of Coors in Colorado and the Red Rocks Amphitheatre is truly unique and we hope it will create excitement among consumers, as well as helping our retail customers to drive sales.”

The through the line campaign will be supported significant in-store activation investment, PR and paid social media including influencer partnerships with TV personalities Sam Thompson and Pete Wicks, with unique content designed to showcase the best of Colorado and drive awareness of the Red Rocks promotion reaching over 14 million people.

Digital assets and point-of-sale (POS) materials will also be available to help retailers bring the promotion to life in their stores, including aisle fins, hanging headers, floor vinyl and entrance stickers for a full aisle takeover, alongside shelf strips, and pallet shroud units to engage shoppers.