2025 Creativity Awards: Best Partnership/Collaboration

For Coors and Wrangler, jeans washed in beer were a natural fit

A man wearing jeans leans against a bar while drinking a Coors. The words "Beer Wash Jeans" appear on the ad.
A collaboration between Coors Banquet and Wrangler generated 1.14 billion earned impressions. (Molson Coors)
JS
By:
Jon Springer
May 01, 2025 02:00 AM

Featured Stories

TV & Streaming
HBO Max rebrand reveals a marketing playbook for disruptive strategy

Marketing leaders weigh in on what brands can learn from HBO Max's rebrand rollout, from establishing conversation with consumers to how to handle potentially disruptive news.

PH
By:
Parker Herren
HBO Max rebrand reveals a marketing playbook for disruptive strategy
Google
Google pitches AI search and video to advertisers—5 takeaways for brands
AH
By:
Asa Hiken
Google pitches AI search and video to advertisers—5 takeaways for brands
Travel
Summer travel marketing—how brands are changing tactics in an uncertain economy
AP
By:
Adrianne Pasquarelli
Summer travel marketing—how brands are changing tactics in an uncertain economy
Top 5
The top 5 sports marketing ideas to know about right now
JS
By:
Jon Springer
The top 5 sports marketing ideas to know about right now