As the Official Beer Sponsor of the Professional Rodeo Cowboys Association® (PRCA®) for more than thirty years, Coors Banquet is deeply rooted within the rodeo community. Whether it’s the cowboys themselves, rodeo fans that enjoy watching them perform, or the distributors and retailers that merchandise the product, everybody that comes into contact with this brand expects there to be absolute authenticity.

Working with a lean budget, we were tasked to create a piece of POS that rang true with the entire rodeo community, while being disruptive, innovative and captivating at the same time.

Instead of creating a static piece of flat POS, we created an eye-catching 3 dimensional display out of the very packaging that it was design to sit on top of.

By taking one look at the Packaging Bull in-market, nationwide consumers saw a legendary beer brand and a timeless sport come together in an entertaining and forward-thinking way. The piece was ordered in record numbers, called out by both the client and distributors as breakthrough, and sales of Coors Banquet increased in all markets that the display was featured.