Coors, Wrangler begin clothing promotion
By Derek Winkler
Molson Coors has begun a fashion-themed promotion in support of its Coors Original beer brand in collaboration with clothing brand Wrangler. The initiative features a collection of 20 “western-inspired” clothing items, including t-shirts, tank tops and button-ups shirts. The limited-edition clothing incorporates artwork and patterns inspired by country music concerts and festivals. The items are being promoted primarily via social media and influencer activities, as well as a contest component that will run until July 20 and a website at <http://www.coorsoriginalcollection.ca>.
“At Coors Original, we're focused on building authentic connections with consumers through the cultural spaces they are most passionate about,” said Sarah Robson, senior marketing manager for Coors Original. “Our partnership with Wrangler allows us to extend the brand into fashion, music and shared experiences that naturally align with our heritage. The collaboration demonstrates how two iconic brands can leverage a shared cultural foundation to remain relevant, drive engagement and create value for consumers in new ways.”