Molson Coors Beverage Company is helping retailers drive sales by giving consumers the chance to win music-themed prizes, including a trip to experience an epic gig at Red Rocks Amphitheatre 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.
Running until 30th September 2024, 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.
According to Circana, Coors is one of the top ten lagers in Great Britain, and the campaign hopes to build on the brand’s popularity among music fans.
The campaign will be supported with significant in-store activation investment, PR and paid social media. This will include 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, aiming to reach over 14 million people.
Digital assets and 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.
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.”
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