Having ramped up its TV efforts over the past year, Coors Original next month gets back to the bottle with a three-pronged interactive label promotion that will carry through much of the year.
The brewer will first unveil High Five, which features custom back labels on bottles with trivia questions in six categories: sports, music, TV, women, leisure and miscellaneous topics. Participants are asked to make a list of five for each question, such as the five top rock albums and the five strangest places they’ve woken up.
In June, Coors will break The Ultimate Guys Night Out, a peel and enter to win label sweepstakes giving away “the ultimate guy’s weekend” at the Palm hotel in Las Vegas.
This fall, Coors will round out the program by tapping into its role as official sponsor of the National Football League with a football-themed promotion. Integer, Denver, and Landor, San Francisco, handle.
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