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By Audrey Kemp | Junior Reporter

August 4, 2022 | 3 min read

With ‘Protect Our Protectors,’ Coors aims to raise funds for those injured in the line of duty, as well as their families, in conjunction with Wildland Firefighter Foundation, Brixton and country music star Chase Rice.

As wildfire season continues to worsen across the western United States, the number of wildland firefighters dwindles. To show support for those risking their lives daily, Coors Banquet has launched the ‘Protect Our Protectors‘ campaign with the Wildland Firefighter Foundation, a nonprofit dedicated to assisting injured firefighters and their families.

Effective today and running through October 16, consumers can buy limited-edition Coors Banquet bottles or firefighter-inspired merchandise created in collaboration with California apparel brand Brixton. The proceeds of both will go to the Wildland Firefighter Foundation.

Marcelo Pascoa, vice-president of marketing for the Coors family of brands, said in a statement: “Over the past eight years, we’ve donated more than $2m to the Wildland Firefighter Foundation. These heroes risk their lives to protect us and it’s important we recognize the sacrifices they make.

“Wildfires are an increasingly severe problem and they don’t just affect the west. We’re expanding our efforts nationwide to protect our protectors – the firefighters and organizations who keep us safe.”

Coors Banquet is also partnering with country music singer Chase Rice. A wilderness lover and firefighter advocate, Rice committed to taking part in a day of wildland firefighter training to bring attention to the intensity, rigor and sacrifice firefighters experience every day on the job.

The latest Coors Banquet ad, created by Mischief at No Fixed Address, honors the cause. It features real firefighters with their own equipment. “We really wanted to be respectful of all those who devote their lives to this cause in the most authentic and responsible way possible,” said Will Dempster, executive vice-president of production at Mischief, in a statement.

“From beginning to end of production, we were considerate about our environmental impact. Part of that meant shooting this without controlled burns – no real fire was used on set and that was intentional. Instead, we got creative with smoke tubes and fake ash, which is made out of starch and biodegradable. Any fire you see on screen was built in post with VFX.”

The ‘Protect our Protectors‘ campaign builds on the company‘s history of efforts to protect the environment. In March, Coors became the largest beer brand in North America to eradicate plastic rings in its packaging.

“It’s amazing for wildland firefighters to see the recognition and awareness that this program creates and the true difference it makes,” said Burk Minor, executive director of the Wildland Firefighter Foundation. “The wildland firefighter is one of the most underrated public servants, but the funding coming in from this partnership is helping us serve these brave heroes in ways we never thought possible.”

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