Coors Light on 30 Years of Partnership with the Toronto Raptors
Undoubtedly, one of the great milestones in Canadian sporting history came in 1995, when, after the NBA decided it should expand north, the Toronto Raptors tipped off against the New Jersey Nets. The start of something beautiful, the following thirty years would contain many ups and downs, arguably culminating in the iconic championship run of 2019, which, to this day, Torontonians still wax nostalgic upon.
So, with this year’s 30th anniversary celebrations, it’s safe to say that there’s been a lot of reflection about the team’s rich history. And, one of these aspects actually comes with regard to marketing and business partnerships; specifically, Coors Light has been along for the ride since the beginning. For every moment of triumph, bitter defeat and dime dropped, the brand has been right by the team’s side, providing beverages to fans over the age of 19. And so, it only felt right for the two to commemorate the occasion in the only way they know how – together.
Working alongside Wasserman and Citizen Relations, Coors Light decided on an OOH-focused media strategy centred specifically around some custom, limited-edition cans. Featuring a selection of three designs – all intended to reflect the most iconic aspects of each decade – the work served as a tangible way to allow fans to relive and celebrate all the great moments the team has brought not only the city, but the entire country.
To learn more about how this came to life, and why it was the right choice for the brand, LBB’s Jordan Won Neufeldt sat down with Molson Coors Beverage Company’s marketing director of global brands, Michelle Sowinski, for a chat.
LBB> Congratulations on 30 years of partnership between yourself and the Toronto Raptors! What does this milestone represent to you?
Michelle> Thank you! As a proud partner of the Toronto Raptors, Coors Light has been along for the ride since the very beginning. For the past 30 years, the brand has delivered ‘Mountain Cold Refreshment’ to fans who make the chill choice by making the time to relentlessly cheer on our team, whether that be from Scotiabank Arena, a bar with friends, or their own living room.
LBB> Let’s take a look back at this journey. How has your relationship evolved over this time period? Tell us your story!
Michelle> Coors Light has been by the Toronto Raptors’ side from the team’s first jump ball back in ‘95 to the epic championship win of 2019, to the first game of the 2024-2025 season. It’s been a privilege to grow alongside such an incredible team and fanbase, and we hope to be the chill choice fans continue to reach for at game time for years to come.
LBB> Building on this, what was the ideation process like for this? What ideas came to mind, and specifically, how did this give way to the idea of custom cans?
Michelle> Given our long-standing history with the team, it only felt right to celebrate 30 years by shining a light on this proud partnership. We wanted to do so while giving hardcore Raptors fans and Torontonians alike something they could hold on to to commemorate this exciting occasion for years to come. And what better way to honour an iconic moment in sports history than with a limited-edition collectible? With that thought in mind, Coors Light’s 30th anniversary cans bring together the ‘Mountain Cold Refreshment’ of Coors Light with the unforgettable moments in Raptors history worth celebrating.
LBB> What was the actual design process like? Tell us about how these came to life!
Michelle> The design process focused on capturing the unwavering spirit of Raptors fans over the years. Each limited-edition Coors Light can represents an iconic decade of history, allowing fans of ‘The North’ to unlock an era in every can. From repping jerseys with the OG velociraptor logo, going wild for the epic championship win of 2019, and cheering on today’s team as they face a new season head-on, we wanted this collaboration to honour all of the moments that make our partnership with the Raptors so special. 30 years in the making, one can for every era.
LBB> The creative platform itself was developed by Wasserman, with PR led by Citizen Relations. What made these the right partners for the job? And specifically, what was the collaboration like?
Michelle> Wasserman and Citizen Relations were the perfect partners because they understand our vision and our audience. Wasserman’s expertise in creating fan-centric experiences aligned perfectly with our goal. Its creative approach captured the essence of both the Coors Light and Raptors brands – a unique combination especially apparent in the premium seeding kits we worked with them to develop which take inspiration from basketball’s growing sneaker culture. Each kit is packaged in a collectible cooler designed to look like a traditional shoe box!
Citizen Relations was instrumental in amplifying our message through strategic PR efforts, ensuring that the campaign reached fans and influencers in an authentic and impactful way. The collaboration was seamless, with both agencies working hand in hand to bring our vision to life across multiple platforms.
LBB> Building on this, why was an OOH-focused media strategy right for your brand?
Michelle> An OOH strategy was the perfect choice for this campaign because it allowed us to create one of those larger-than-life experiences that engage Raptors fans in their day-to-day lives. By placing our 3D cans in the iconic location that is Scotiabank Arena, we’ve been able to interact with fans where they live and breathe Raptors basketball.
To further engage with Raptors fans, we’ve dropped a 3D OOH creative in Yonge-Dundas square, featuring eye-catching visuals of the limited-edition Coors Light x Raptors cans. Plus, we took a new approach to OOH by leveraging digital trucks in the downtown core that played our 15-second video. While OOH tends to feature static images or shorter animated assets, we were able to leverage this digital tactic to better engage with fans in the heart of the city and give them an extended look at the iconic 30th anniversary cans.
All in all, OOH has the mass reach and visual impact needed to celebrate this milestone, and it brought the campaign to life in a bold, memorable way.
LBB> How have people reacted to this campaign?
Michelle> The response has been overwhelmingly positive! The larger-than-life OOH displays, the exclusive merchandise giveaway and, of course, the cans have generated a lot of excitement, with fans sharing their experiences on social media and engaging with the campaign across various platforms. Nostalgia has a special way of connecting us to the moments that matter most, and this campaign has given fans a tangible way to relive and celebrate the eras that have shaped their love for the team.
LBB> How did this campaign fit into Coors Lights’ plans for 2024 and beyond?
Michelle> This campaign is a cornerstone of our 2024 marketing efforts, positioning Coors Light as a brand that not only celebrates great moments, but also the communities and partnerships that make them possible. It’s part of our larger strategy to strengthen ties with the Raptors and sports fans across the country.
Moving forward, we’ll continue to innovate, bringing fans new ways to experience Coors Light through both partnerships and creative activations that celebrate those iconic and loved moments in sports.
LBB> Finally, is there anything you’d like to say in celebration of this big occasion?
Michelle> Cheers to 30 years! We’re excited to continue our journey with the Raptors and all the success that is in their future! Here’s to the next 30 plus years of unforgettable moments.
