Dive Brief:

• Coors Banquet, a Molson Coors brand, is capitalizing on the return of the popular Paramount TV show “Yellowstone” with new themed packaging and bottle caps, according to a press release.
• Coors Banquet recently launched special-edition packaging featuring the show’s logo, with quotes from characters printed on the underside of the cap.
• The themed packaging will be available through December, with an option to buy all of what the brand calls “ReCaps” through the purchase of a shadowbox. Additionally, the campaign also includes tools to encourage watch parties. 

Dive Insight:

Coors Banquet is once again leaning into its partnership with Paramount’s hit “Yellowstone” series, which recently returned on Nov. 10 for the second part of its fifth and final season. Not only has the beer brand launched limited-edition packaging, it has also launched a host of on-premise and retail tools to encourage watch parties. The beer brand has made “Yellowstone” a central part of its advertising strategy since being named an official partner in 2022 ahead of the airing of part one of season five. 

“The Coors Banquet collaboration with Yellowstone celebrates some of the most iconic moments from the past five seasons and connects fans directly to the show,” said Dario Spina, CMO of Paramount Brand Studio, in a statement. “Bringing our partners into the cultural conversation through immersive experiences and powerful storytelling is what we do best.”

The collaboration comes at a high point for Coors Banquet, which experienced a 15.5% growth in dollar sales for the 52 weeks ending Oct. 27, according to data cited in the press release.

“Yellowstone” and a strong TV presence may be helping to lift the brand. Initially, it celebrated the partnership with a sweepstakes, where a fan could win a trip to Montana and “Live Like a Dutton.” The winner and three friends would also receive clothing from outfitter Seager, which Coors Banquet has partnered with independently. Coors Banquet has previously released special-edition “Yellowstone” packaging, featuring a ring holder for a replica engagement ring from the show.

Product placement has become especially powerful amid viewer fragmentation as appearing in hit shows such as “Yellowstone” and “Stranger Things” allows for brands to reach large, engaged audiences. TV integration has helped Coors Banquet’s brand performance. An organic placement on Netflix’s “Cobra Kai” helped boost sales, with volume sales increasing over 5% after season three of the show debuted in January 2021.

Coors Banquet was cited as a strong player for Molson Coors. However, the same can’t be said for its parent company, with net sales revenue down 7.8% in Q3, according to a recent earnings call. The U.S. market was cited as one source of declining sales, largely due to the macroeconomic situation.