Coors hopes for blockbuster results from chilly campaign

Share this content:
Coors hopes for blockbuster results from chilly campaign
Coors hopes for blockbuster results from chilly campaign

The Coors Brewing Company has launched a new campaign to support its new Coors Light "cold-activated" cans.

Later this month, Coors will introduce eight-, 10-, 12- and 16-ounce Coors Light and Coors Banquet in the cans, which let drinkers know when the beer is at the optimal drinking temperature by turning the mountain design on the can blue. The strategy behind the new cans ties into the brand's promise to be the "World's Most Refreshing Beer."


"Consumers want to know when their beer is cold and ready to drink, and beer retailers certainly want to avoid serving warm beer," said Royce Wills, marketing director at Coors Light. "[With this product], consumers never have to worry about getting a warm beer again."


The marketing program, which began April 26, is twofold. The first phase is centered on building buzz for a "cold front" that is promised to be "coming in." The idea behind this phase of the marketing is to create a teaser feeling similar to a summer blockbuster and even employs the "This Summer" tag line. 


"We've stolen a page right out of the movie industry for this marketing strategy," said Wills. "The idea is to get consumers and everybody excited about this product. This is kind of unprecedented for this kind of campaign, we've never done such a big campaign for a product launch." 


This prelaunch includes an interactive site, www.thecoldfront.org, which lets consumers over age 21 track the cold front's progress through reported sightings and news updates. The site includes news, videos and a social aspect.


"Our target consumers, 21- to 30-year-olds, spend a lot of time online," Wills said. "They'll check in online all day, so we have links into all of those destinations that we know that they visit, such as Facebook." 


The second phase, which supports the same "cold front" messaging, rolls out May 15 and includes TV, out-of-home and print. There also will be parties in select markets when the products enter the marketplace, along with retail and in-store promotions. 


To take advantage of the summer season, which is key for the beer industry, the campaign runs through August 1, Wills said. l


Loading links....
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here