Here’s one way to make sure your advertising doesn’t go to waste: As part of a new sustainability marketing push, Coors Light is converting its billboards into beer coolers and its kegs into barbeque grills. The effort will kick into gear in a few months as part of a summer promotional campaign called “Every One Can,” which will also include a large-scale push to get drinkers to recycle beer cans.
The MillerCoors brand will begin touting its environmental credentials in TV ads next week that begin a new chapter of its ongoing “Climb On” campaign by 72andSunny. The Coors brand has long pursued sustainability goals at the corporate level. But “we just haven’t talked about it,” said Elina Vives, senior marketing director for Coors brands.
By making it a key marketing message, the brand is hoping to win over consumers that, according to consumer research, favor environmentally friendly brands.