Beer Without Compromise.
Whether it was locating the brewery in a remote outpost like Golden, Colorado so we could be closer to a pure water source or sacrificing national distribution by not pasteurizing our beer, everything Coors has ever done has always been about one thing, crafting the kind of beer that would make Adolph Coors proud. Uncompromising, rigid, stubborn—what most would take as an insult, this brand wears like a badge of honor.
My Role: Concept & Ideation | Copywriting
KINDRID SPIRITS
Leveraging our legendary status and uncompromising reputation, we shifted focus to grassroots initiatives in the Western region, targeting aspirational subcultures such as snowboarders and surfers who already had a strong connection with Coors because of its stubbornly independent spirit.
SNOW
We partnered with Never Summer snowboards and commissioned nationally renowned artists to create their interpretation of the Rocky Mountain beer.
SURF
Our niche cultural marketing efforts in the surf community made some big waves. Our sponsorship with Longboard surfer Josh Mohr helped cement our credibility with influencers. We even produced an indie surf film starring Josh Mohr and two of his best friends, following their adventures along a scenic stretch of California coastline in search of the perfect wave.
