Welcoming the Silver Bullet Pints

CSI offers a refreshing outdoor banner for Coors Light's marketing campaign.

Big Picture

When Coors Light launched its Light Silver Bullet Aluminum Pints as an alternative to glass bottles (to provide a more summer-event-friendly packaging), the company embarked on an integrated marketing campaign that included social-media endeavors, TV advertising, special events, and of course, a graphics extravaganza.

As a long-standing client of print provider CSI (www.csi2.com), based in Falls Church, Virginia, MillerCoors knew who best to call for output of a banner for its upcoming marketing campaign at the National Harbor Bars and Restaurants in Maryland. The building mural would promote the latest availability of the Silver Bullet Aluminum Pints in the restaurants.

MillerCoors supplied CSI with graphics designed with the Adobe Suite, as per the measurements supplied by the print shop. “We took onsite measurements so that the final file was in correct proportion. Also, because we had worked with the client on several projects in the past, the color gamut was known and predictable. So, only a PDF proof was needed,” says CSI’s Rob Harris, partner and COO.

The print provider utilized its 5-meter Fujifilm Uvistar 2 to output the banner in two sections, each measuring 15 x 46 feet, onto Ultraflex Ultramesh 100. CSI opted for nylon webbing to hem the banner to reinforce the sides, using its Singer sewing machine; the two panels were then sewn together in the center. Grommets were added to the mount points using an Edward Segal 4KGW grommet machine.

A duo of CSI installers took about two hours to install the final 30 x 46-foot banner with the help of a lift truck. “Because of the glass at the top of the building, the banner couldn’t be attached from the top, so the installers had the challenge of running cabling down from the roof to attach the banner,” says Harris.


View more from this Big Picture issue