MOLSON Coors Corporate Repositioning
They needed a new corporate tagline that encompassed their past (think heritage, frontier, very Western) with their future (think global, craft, inclusion). Lots of other macro-breweries are rolling out new corporate communications platforms and a lot of them are wishy washy and could apply to just about anything. AB InBev just started using "Bringing people together for a Better World," which says nothing about brewing. That's why I loved about this work, and so did CEO of MolsonCoors who said it "gave him chills."
