Coors x Mixmag
‘Beer Token’ 
30 Years of Mixmag Live

Rave merch that 
quenches your thirst.


Coors aimed to deepen its connection with dance music culture in a bold, authentic way. Partnering with Mixmag was just the start—the brand wanted to truly resonate with ravers.

To celebrate Carl Cox’s 30th Mixmag Anniversary, we created Coors x Mixmag rave merch that doubled as a beer token. Inspired by Coors’ thermochromic cans, the t-shirts appeared blank but revealed vibrant ’90s rave graphics when heated. As the dancefloor warmed up, so did the design—activating the hidden beer token and immersing fans in a dynamic club experience. Featuring Carl Cox’s 1992 Mixmag Live tracklist, the merch wasn’t just a giveaway—it was a keepsake for true ravers.

Creative, Art Direction, Brand Activation, Social, Digital