Coors May Have Been Born in the Rockies, But It’s Now at Home Here Too

How do you bring the Colorado lifestyle and atmosphere to local journalists—and, through them, to their readers? This was the challenge we faced when planning the Hungarian launch of one of the world’s most popular beer brands. Our solution? Every element—from the venue selection to the program lineup and overall ambiance—was carefully curated to capture the refreshing, crisp essence of Coors. A key focus was highlighting one of the product’s most distinctive features: the color-changing blue label, which activates when the beer is perfectly chilled, reinforcing Coors’ signature cold refreshment. Through this immersive experience, we ensured that the Rocky Mountain spirit wasn’t just introduced—it was truly felt.

For the press event, we chose the Normafa Ski House as the venue—perfectly capturing the crisp, refreshing essence of Coors. To heighten anticipation, we kept the event’s details under wraps until the last moment, gradually teasing information to the invited journalists.

Before the event, attendees received a mini fridge, hinting at the importance of cold refreshment. On the big day, they were transported to the venue by a private bus, adding an element of exclusivity. Additionally, we created a private Instagram channel, where we continuously dropped clues, built excitement, and later shared exclusive event photos.

The Colorado vibe was not just in the drinks but also in the experience—alongside curated dishes, journalists competed in an air hockey tournament, reinforcing the chilled and playful spirit of Coors.

The results? 24 journalists and bloggers attended, and the event generated over 30 articles, all positive and aligned with the key brand messages. A truly cool launch for Coors in Hungary!

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Coors May Have Been Born in the Rockies, But It’s Now at Home Here Too