Coors Light is making waves in the holiday shopping season with a creative new initiative aimed at rescuing last-minute gifts. In collaboration with the creative agency Rethink, the beer brand has introduced “Beer Bows” — a festive accessory designed to add a unique twist to the traditional gift-giving experience.
Available in limited quantities from December 4 to 6 and December 9 to 10, each $15 Beer Bow features a QR code that, when scanned, unlocks a surprise bundle filled with exclusive Coors Light-branded merchandise and a gift card for a round of drinks at a post-holiday hangout. This innovative gift wrap offers a fun, memorable way to add value to any gift, while offering recipients a chance to enjoy some holiday cheer with Coors Light products.
Marcelo Pascoa, Vice President of Marketing at Coors Family of Brands, explained the campaign’s appeal in an interview with DesignRush: “Let’s face it — many of us struggle with gift-giving. Whether it’s due to lack of time or simply not knowing what to buy, we’ve all been in that moment wishing we’d chosen something better. Beer Bows bring the chill back to gift-giving — turning that ugly pair of socks into Coors Light merch and a gift card for a round on us.”
The Beer Bows, are being sold in daily drops at noon CT. For those who order by December 15, delivery is guaranteed by Christmas, making them an ideal last-minute gift.
This unique holiday marketing effort is part of a broader campaign designed to enhance consumer engagement while driving sales. By partnering with Rethink, Coors Light has managed to stand out with a distinctive promotion that blends festive fun with a familiar product. In addition to the Beer Bows, the holiday initiative includes Coors Light-themed merchandise such as Rocky Mountain-inspired cookie cutters and beer bottle ornaments.
An 80s-style commercial featuring hilariously bad gifts reinforces the brand’s focus on celebrating life’s moments in a lighthearted way. For those looking for more seasonal cheer, the Coors Light shop also offers an expanded collection of holiday merchandise, including the brand’s popular striped sweater.
This campaign continues Coors Light’s tradition of memorable, attention-grabbing marketing initiatives, following in the footsteps of previous efforts like their partnership with Pittsburgh Steelers quarterback Russell Wilson in a viral “Coors Light!” call during a game.
With its innovative approach to holiday gifting, Coors Light is ensuring that fans can enjoy a little extra fun, even when they’re running out of time to shop.
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