Coors Light Curates a Vintage Line That Can Only Be Purchased with Empties

Coors Light collaborated with Rethink and vintage and second-hand clothing store Carole Vintage to curate a collection of authentic vintage Coors Light gear. By bringing an empty 12-pack of Coors Light to the one-day 'Vintage Deposit' event, attendees had a chance to trade in their empties for an exclusive piece from the line. Fans of the brand lined up for the event with empty 12-packs of Coors Light in hand, and within an hour into the event, the collection was sold out. The success led Coors Light to launch a second drop, this time online, available on Carole Vintage’s website on December 20th.

The hype around vintage clothing has never been higher. A recent survey conducted by Statista uncovered that nearly one in two Canadians have bought second-hand items in the past year alone. The rising nostalgia for legacy branded items has significantly increased demand, driving vintage resale prices to new heights. As a result, coveted Coors Light vintage gear is becoming increasingly out of reach for many fans.

Coors Light is committed to celebrating their fans and ensuring they have the opportunity to wear the brand’s retro gear. In partnership with Carole Vintage, the brand has curated over 60 pieces of vintage Coors Light clothing, offering them to fans in exchange for a 12-pack of empty Coors Light cans.

"As nostalgia for the '90s and early 2000's fashion is growing, we noticed that many of our fans were trying to find ways to acquire our Coors Light vintage items. It's their passion that inspired us to seek out the perfect partner to honour their enthusiasm, said Patrick D'Anjou, VP national sales at Molson Coors Beverage Company. “We’re excited to present this curated collection to our fans in Montréal."

Coors Light partnered with Rethink to find ways to engage with their consumers in the Québec market and more specifically Montréal. The creative team discovered a significant demand for Coors Light merch on Pinterest, where many people were showcasing their vintage pieces. The idea for Vintage Deposit was sparked after noticing these items were being sold at high prices on resale websites, making them inaccessible to many of the brand’s biggest fans.

"Companies produce tons of merch every year, but Coors Light is in a league of its own, with a legacy of more than 150 years and outstanding vintage pieces already out there," says Xavier Blais, ECD and partner at Rethink. "With Vintage Deposit, we wanted to encourage upcycling and recycling by reimagining the deposit process for Coors Light fans, turning empty cans into a unique currency they could exchange for vintage gear. We worked with Coors Light to reward fans’ loyalty by offering them exclusive vintage pieces in exchange for their empty cans of Coors Light."

The collection's first drop launched on November 28th at Carole Vintage’s store in Montréal. The project was announced on social media and through influencer collaborations. People outside of Montréal and living in the province of Québec (above the age of 18 could also get a chance to get an exclusive vintage item by following updates on Coors Light Québec’s page. The second drop will take place online on December 20th, on Carole Vintage’s website.