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Key Takeaways:
- Coors Banquet’s new campaign focuses on personal journeys and staying true to your roots, positioning the brand as a steadfast companion through life’s grit and glory.
- The DDB Chicago-produced brand film, “Legacy Grows,” is now live across digital platforms.
- Limited-edition cans and merch tap into the brand’s 150-year legacy for longtime and new fans alike.
Some legacies take centuries to build, while others just need you to start.
Coors Banquet has launched its “Start Your Legacy” campaign, urging drinkers to take the first step in building something that lasts.
Made together with DDB Chicago, the campaign is anchored by a 30-second brand film titled “Legacy Grows" that captures the journey of a young musician from dusty bar gigs to packed concert stages.
The beer brand, brewed in Golden, Colorado since 1873, draws a parallel between its heritage and the hard-won success of everyday dreamers.
"When you’ve been making the iconic western beer for 150 years, you earn the right to talk about legacy," DDB Chicago Chief Creative Officer Colin Selikow told DesignRush.
"This new Banquet work celebrates that spirit — whether it’s making a golden lager or pursuing your dreams. It’s a universal truth that is in our DNA, and one that so many drinkers can still identify with today. It’s a timeless message told in a way that is pure Banquet."
Apart from the hero spot, the campaign also introduces new limited-edition packaging and a “Legacy Collection” of three commemorative cans that spotlight moments from Coors Banquet’s storied past.
-9--content.jpg "Coors Banquet's New Packaging | Source: Coors Banquet")
The new collection features designs that reference key moments in the brand’s timeline:
- Its 1890s Castle Rock logo
- A 1923 brewery illustration
- A modern tribute to its original water source
These special cans are hitting shelves now through July. The full collection is also available for purchase on the brand's website.
Alongside the film and new package design, Coors Banquet dropped new merch, including tees, sweaters, a tote, and glassware.
Ad agencies looking to make a campaign more meaningful by being authentic can take a page out of this campaign.
Coors Banquet’s brand marketing strategy shows the value of using unique origin stories to connect with new generations.
Nostalgia You Can Hold
The 30-second ad begins by introducing us to the protagonist, a singer-songwriter who has dreams of making it big.
"Starting is hard," the narrator says, as we see the artist during his humble beginnings, performing in a small bar.
However, on the other side of that fight is a dream manifesting into reality.
The man, now successful, performs in front of large crowds in concert stages, basking in the fruits of his hard work.
The spot then parallels the artist's success to the story of the brand to drive a powerful message: legacies are built, not given..
Coors Banquet's brand identity is rooted in a tradition of authenticity and craftsmanship, qualities that have defined the brand since its origins in the Rocky Mountains in 1873.
The beer has always been about doing things the right way, with patience, pride, and hard work.
This campaign reflects that same philosophy.
Real success isn’t born from shortcuts or fleeting trends, but from hard work, dedication, and staying true to your roots.
Meanwhile, Coors Light previously stayed true to its playful and ice brand identity with freezing-cold radio ads.
See how ad agencies take a brand moment and turn it into a movement. Check out the best ad agencies:
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