Coors Brewing Co. has drafted mechanic Jesse James as spokesperson for Coors Original, starting with a summer sweepstakes, special packaging and regional TV.
Motorcycle guru James, owner of West Coast Choppers and star of Discovery Channel’s Monster Garage, has built a Coors Original West Coast Chopper that Coors will award in a sweeps this summer. Five finalists travel to Long Beach, CA, to hang out with James and participate in a “weld off” to compete for the bike. (James himself will choose the winner, based on the appearance and strength of their welding jobs.)
James also contributes technical drawings of his fave bikes for collector-edition packaging. Jesse’s Custom Six Pack appears at retail June through July on 16-oz. and 24-oz. cans. Some packages carry illustrations of the Coors Original Chopper. Integer Group, Denver, handles the sweeps and packaging for Coors.
James and his crew also appear in TV spots breaking regionally in late May via FCB, New York.
Network
