Reviving the cult of a once-iconic brand
In the 1980s, Colt 45 was legendary. However, over time, Colt 45 was trumped by the proliferation of new brands, beers, liquors and new age beverages that flooded the market. Cole & Weber United’s opportunity was reinterpreting Colt’s rich heritage for a new, more multi-cultural audience – making it a "cool to drink" alternative for younger, influential multi-cultural males. But, they had to do it on a budget of less than 1 percent of other alcoholic beverage spenders.
Throughout the years, one thing remained true: when you start the night with a Colt 45, you’re going to have quite a story the next day. To champion those moments only Colt 45 could provide, CWU teamed up with graphic novelist Jim Mahfood and assembled an interactive world of street-art-style graphic novels called "The Tales of Colt 45" celebrating the pre-partying, post-partying, and intimate encounters unlikely to end in marriage. Each novel was illustrated in black and white on a brown bag background in order to capture the true simplicity and appreciation for the brown paper bag so well known to the Malt beverage category, and in particular Colt 45.
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