Beer company Coors Light is tapping into the retro fashion craze with a one-of-a-kind collaboration.
The beverage giant has teamed up with creative agency Rethink and Montréal-based clothing store Carole Vintage for an exclusive collection of authentic vintage Coors Light apparel.
The trio organized a one-day event called "Vintage Deposit," inviting fans to trade empty 12-packs of Coors Light for a piece from the limited edition line.
Within an hour of the event's start, the entire 60-piece collection sold out, indicating strong demand for nostalgic Coors Light gear.
The immense success of the event led to a second drop, this time online, giving fans another shot at securing these coveted items.
As more people embrace second-hand clothing and iconic throwback styles, exclusives like the Coors Light branded collection are becoming hot commodities.
“As nostalgia for '90s and early 2000s fashion grows, we saw that many fans were looking for ways to acquire Coors Light vintage items. We’re thrilled to bring this curated collection to our fans in Montréal as a celebration of their passion,” stated VP of National Sales at Molson Coors Beverage Company Patrick D'Anjou.
Fashion and Nostalgia Coming Together
Riding on a wave of nostalgia, Coors Light has doubled down on its commitment to fans by making it easier than ever to sport the brand’s retro gear.
The idea for Vintage Deposit was sparked after creative agency Rethink noticed the high resale prices for Coors Light merch and a flood of fan posts on Pinterest.
ECD and Partner at Rethink, Xavier Blais, emphasized the idea of “turning empty cans into a unique currency” to encourage upcycling and rewarding fans’ loyalty with exclusive gear.
The first drop, held at Carole Vintage’s store on November 28th, was teased through social media and influencer collabs.
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Earlier this year, Coors Light and Rethink teamed up on another initiative for the release of “Beer Bows,” offering beer fans surprise gift bundles filled with Coors Light merch and gift cards.
Recently, the beer manufacturer also launched a topical activation inspired by NFL star Russell Wilson’s in-game call, where he could be heard yelling "Coors Light! Coors Light!" during the third quarter.
