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Creative Brand Strategy Coors Light

Coors Light wants you to celebrate the ‘unofficial’ start of summer with jorts


By Webb Wright | NY reporter

May 17, 2022 | 3 min read

Continuing its efforts to market itself as a brand that’s committed to chilling – in every sense of the word – Coors Light is encouraging everyone to ‘Jort your jeans’ at one of its upcoming pop-up shops.


Coors Light is encouraging you to celebrate the beginning of summer by chopping your jeans into ‘jorts’

This summer, Coors Light says that it wants to “become the official beer of everything unofficial.” To kick off that effort, it will be bringing pop-up shops to bars across the country, where fans can turn their jeans into ‘jorts’ (jean shorts) to cool off a bit and celebrate the ‘unofficial’ start of summer – a vague date which, according to the brand, begins “as soon as it’s warm enough to wear jorts.”

The ‘Jort your jeans’ events will take place from May 19-22 in more than 90 bars in major US cities. Bargoers will be able to pull up to the pop-up shops to “turn their long, sweaty jeans into bedazzled daisy dukes or simple denim shorts,” the brand said in a statement. Fans are also encouraged to get creative with their jorts by adding some “bedazzling gems [and] Coors Light patches, or by painting the Rocky Mountains.”

“The best moments of summer are the unofficial ones, like the moment you can retire your hot winter clothes and don a pair of jorts,” Marcelo Pascoa, Coors Family of Brands’ vice-president of marketing, said in a statement. “Coors Light is excited to bring this moment to bars across America and we can’t wait to see everyone rocking jorts this summer.”

The event will debut in New York City at the Tailor Public House on Friday May 20, between 6pm-8pm ET, “with tailors onsite,” per the brand.

Coors Light has been on a bit of a roll lately with quirky, untraditional campaigns that have been emphasizing the brand’s commitment to chilling – both in a literal and in a figurative sense. Earlier this month, the brand unveiled ‘Chillboards,’ a rooftop campaign launched in Miami to help keep apartment units cool in that city’s sweltering heat. It also recently designed a custom presentation slide deck designed to “tell your coworkers to [respectfully] go chill.”

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Creative Brand Strategy Coors Light

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