Beer in Baton Rouge
Coors Light®

Context

In 2025, country music became the biggest genre in America, surpassing both hip hop and pop as brands poured billions into sponsorships. One of its biggest stars, Lainey Wilson, released "Bar in Baton Rouge," a song filled with references that unmistakably point to Coors Light, without ever naming the brand:
"…Rockies..."
"…Colorado Sky..."
"…Drink…"
"…Silver bullet…"
"…Mountains…"

So when Coors Light had the chance to sponsor her 2025 tour, it made an unexpected decision: instead of putting its logo everywhere, we decided not to.

Execution

Introducing Beer in Baton Rouge.
the first-ever logo-less country music tour sponsorship.

Since Lainey Wilson never mentioned Coors Light by name in her song, we chose not to show our name on her tour either. Wherever you'd expect to see our logo on billboards, on stage, or even on the can in Lainey's hand, it was replaced by Beer in Baton Rouge, a fictional beer that authentically belonged in the world of her lyrics.

Beer in Baton Rouge appeared throughout the tour: backstage, at pre-show pop-ups, in retail, and even on stage with Lainey herself.

By putting Lainey's music at the center of our branding, we connected with country fans in a way no traditional sponsorship could: through lyrics, not a logo.


Project: Beer in Baton Rouge Id.
Role: Design Director
With: Diego Limberti, Rodrigo Bonfim, Israel Cunha, Gustavo Ohnuma and Droga5 NY Team
Illustrations: Caramurú Baumgartner
Agency: Droga5 NY + Droga5 SP