• by Tanya Gazdik , 3 hours ago

Coors Banquet and Wrangler are building on a partnership that began last year.

“The campaign, which will include paid media across social media and streaming audio, is part of Coors Banquet’s ‘Start Your Legacy’ platform,” according to Brand Innovators.

The agency behind the effort is TBWA\Chiat\Day Chicago, according to Reel Chicago, adding “it’s exactly the kind of country-meets-brand-culture idea that feels tailor-made for summer festival season.”

Partnering with country music star Chase Rice, the brands are introducing “Beer Chords,” aWrangler jeans that use Coors Banquet-infused ink to showcase the chords for Rice’s new single, “Connie Lou.”

The effort will also include a "Connie Lou" cover contest, with the winner earning a chance to perform onstage with Rice.

“The full collection includes a range of festival-ready apparel, blending rugged style with the brands’ longstanding commitment to authenticity and craftsmanship,” according to PorchDrinking.com. “Alongside the hero ‘Beer Chords,’ The Coors Banquet x Wrangler Collection will feature 32 unique pieces, including men’s and women’s apparel and co-branded caps.”

The second drop of 125 Beer Chords jeans happens on June 4 at shop.coors.com starting at 12:00pm CT while supplies last.

The mashup of brands is more synergistic than it initially appears. 

“Wrangler has been around for decades, providing quality jeans and other apparel for the masses, and those who consider themselves to be cowboys and cowgirls have especially enjoyed the brand,” according to Men’s Journal. “Then there’s Coors, one of the largest beer enterprises in the country. Coors Banquet, in particular, has been a staple in American fabric for roughly 150 years.”