With over 150 years of brewing history behind it, Coors Banquet is turning its gaze toward the future. The iconic beer brand has launched “Start Your Legacy,” a new campaign encouraging consumers to forge their own paths while honoring the roots that made Coors a staple.
At the heart of the campaign is a :30 brand film titled Legacy Grows, created by DDB Chicago. The cinematic spot follows a musician’s rise—from writing songs on a quiet ranch to performing in front of a roaring, sold-out crowd. The message is clear: every legacy has a beginning—you just have to start. Watch below:
“Building a legacy takes time—just look at Coors Banquet,” said Marcelo Pascoa, VP of Marketing for the Coors Family of Brands. “We were founded in 1873 and still brewed exclusively in Golden, Colorado. Our new campaign is about taking that first step, embracing who you are, and pushing forward.”
Supporting the campaign is a rollout of limited-edition packaging dubbed The Legacy Collection. Hitting shelves through July, the collection includes three commemorative can designs:
- One featuring the Castle Rock logo from the 1890s
- Another depicting the original 1923 brewery
- And one celebrating Coors’ commitment to brewing with 100% Rocky Mountain Water
Also launching: a new line of Coors Banquet merch, including apparel, accessories, and a collectible set of Coors Legacy Collection glasses—perfect for raising a cold one after a long day.
CREDITS:
BRAND: Molson Coors
- CMO: Sofia Colucci
- VP Marketing: Marcelo Pascoa
- Senior Marketing Manager: Alyssa Lynner
- Associate Marketing Manager: Angela Gerlach
PRODUCTION COMPANY: DDB
- CEO, North America: Caroline Winterton
- Chief Creative Director: Colin Selikow
- Group Creative Directors:
- Amy Gozalka
- Katie Bero
- Brian Culp
- Creative Directors:
- Eli Ferrer
- Jeff Hodgson
- Group Account Director: Nick Vitellaro
- Account Director: Demi Kallis
- Assistant Account Executive: Jasmine Levy
- Head of Strategy: Jaime McGill
- Group Strategy Directors:
- Cassandra Smith
- Ethan Scott
- Strategist: Kahlil Ellis
PRODUCTION COMPANY: Omnicom Production
- Head of Production: Matt Scoville
- Executive Producer: Adine Becker
- Senior Producer: Katie Shutt
- Senior Production Business Manager: Ericka Svenonious
- General Counsel: Sandra Leib
PRODUCTION COMPANY: Supply&Demand
- Director: Samuel Bayer
- EP / Founder: Tim Case
- EP / Managing Director: Charleen Manca
- EP in Charge of Production: Nathan de la Rionda
- Senior Head of Production: Marieta Blaskova
- Senior Producer: Tim Nolan
- Staff Coordinator: Connor Renusch
PRODUCTION SERVICES: Habitant Productions
- Managing Director: Arturo Arroyo
- Chief of Staff: Montserrat Becerrill
- Head of Production: Elizabeth Tapia
- Executive Producer: Matias Godoy
- Production Designer: Fernanda Contreras
- Production Manager: Braulio Fragoso
EDIT: Cutters
- Head of Production: Patrick Casey
MUSIC: Human Worldwide
- Executive Producer, Head of Sync: Kamela Anderson
VFX: Blacksmith
- Head of Production: Perry Tate
- VFX Supervisor: Kevin Liu
IAT PARTNERS:
- PR: Phaedon
- Media: Publicis Connect
- Social: Volt
ALSO READ:
Pests are smart, Orkin Pros are smarter in new campaign
