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Coors
1937-early 1970s
This beer slogan became official in 1937 for Coors Banquet Beer. They used the word “light” to describe the beer’s color and body compared to darker beers of the era. But it had nothing to do with its calorie content. On a side note, this had nothing to do with Coors Light, which would be launched 40 years later.
1937-ongoing
This was the official slogan for Coors beer overall and is still used today in advertisements. The company claimed the slogan was a factual statement, as Coors Banquet Beer is brewed with real Rocky Mountain spring water. But in 1990, Anheuser-Busch sent a letter to the FTC accusing Coors of false advertising for claiming its beer was made with only spring water. After Coors got caught shipping concentrated beer slurry to Virginia, where regular tap water was used for dilution, Anheuser-Busch sent a letter to the FTC accusing Coors of false advertising for claiming its beer was made with only spring water.
Late 1970s-1980s
Trying to mix things up for the 70s, this Coors slogan encouraged consumers to relax and enjoy themselves. It became one of Coors’ most memorable campaigns during the brand’s national expansion. But when Coors tried to translate “turn it loose” into Spanish, it came out to mean “Suffer from diarrhea.”
1978-ongoing
In 1978, the Coors Brewing Company introduced a low-calorie beer in a thin can, dubbing it the Silver Bullet. The brewery introduced the tagline “perfect shot of refreshment” under the slogan of a “Silver Bullet.” The Silver Bullet later became what we now know as Coors Light.
1990s-2000s
This tagline was used by Coors Light to position the beer as ice cold. The beer even came with a “Cold Certified” label, which turns the mountains on the label from white to blue when the beer’s temperature is lowered to 39°F (4°C).
1990s-2000s
Again, this slogan promoted Coors Light’s cold-activated packaging technology. The success of this packaging gimmick has led to the phrase “Mountains are Blue” becoming a popular saying among Coors Light fanatics.
2000s
Not to be confused with Gatorade, these two slogans were used for Coors Light and targeted active consumers who wanted a light beer that wouldn’t weigh them down. Campaigns often featured outdoor activities and sports.
2010s-present
Coors launched a bold “Born in the Rockies” symbol to represent the brand’s heritage in Colorado. With the slogan, they introduced a new mountain logo and a photorealistic image of the iconic mountain range.
2013
The Cavalry advertising agency of Chicago created the ‘Reach For The Cold’ campaign featuring the Coors Light Explorers. In April 2013, the agency produced a Digital Video for Coors Light in which the brewer ambushes a summer pool party with the frosty taste of winter. It became the ad of the week in Adweek.
2019
In 2019, Coors Light used “The world’s most refreshing beer” as one of their slogans.
This came after August 2013, when an advertising industry self-regulatory unit referred to Coors Light’s ad claims, including “the world’s most refreshing can.”
2019-present
Coors Banquet launched a new marketing campaign in 2019 that celebrated the brand’s 146-year history of being brewed only in Golden, Colorado. The ads featured Sam Elliott and ended with the tagline “Coors Banquet: Brewed in Golden, Colorado. Served Everywhere.” The campaign also featured that Coors Banquet has been “stolen, smuggled and sought after since 1873.”
2019-present
In 2019, Coors Light’s most recent campaign used the slogan format “The official beer of _____,” where the blank is filled with various activities or occasions. This flexible campaign allowed Coors to target multiple demographics and occasions.
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