History
Adolph Coors was born in 1847 in a German town known today as Wuppertal-Oberbarman. [1] At the age of 14 he began working at the Henry Wenker Brewery in Dortmund [2] , and his determination led him to become an American legend. Adolph Coors considered that water was the key ingredient for a perfect beer. Therefore, he decided to locate Adolph Coors Company in Golden, Colorado in 1873. The Rocky Mountains are the primary source of the water used in the beer.
Marketing and Advertising
There were a number of trends occurring in the mid-1970s. Health was one of the most discussed topics in the American population. The baby-boomer generation was reaching their drinking age, and therefore they gave the beer drinking demographic a shift. They were concerned about their health, but they also wanted to drink beer. There was a growing interest in low-calorie beverages. In 1975, light beers made up only 1 per cent of beer consumption in the USA, and by 1994, they accounted for 35 per cent of all domestic beer sold in the USA. [3] For this reason the industry was shaped. In 1978, Coors introduced the popular Coors Light brand.
Coors Light advertisings highlight the quality of the beer as the most refreshing place on earth. Additionally, Coors Light ads are designed to target young demographics. The stories behind the ads seek to capture the attention of young people, situating them in cool places they would like to be. The advertising agency called Calvary has made numerous advertising campaigns for Coors Light. On April 2013, the agency produced a T.V Coors Light ad known as Coors Light the brewer ambushes a summer pool party with the frosty taste of winter. The T.V. ad was considered the ad of the week in the Adweek publication. [4]
Containers and Packaging
The brewery introduced the “perfect shot of refreshment” under the slogan of a “Silver Bullet”; a symbol of the silver can where the beer was packaged. [5]
On May 2013, the Coors Light aluminum pint, featuring Ball Corporation Alumi-Tek® bottle, has been awarded a Gold Award from The Packaging Association (PAC) and was chosen as the Canadian Packaging Consumers Voice Award winner at the recent PAC Leadership Awards. The Coors Light aluminum pint was selected for its eye-catching graphics, recyclability and the convenience of the bottle's wide mouth and resealable closure. [6]
Controversial can advertising claims
On August, 2013, the advertising industry’s self regulatory unit, refered Miller Coors’ ad claims to the Federal Trade Commission. The claims that the FTC considered ad challenging included, “the world's most refreshing can," "beer on the inside, science on the outside" and "smoother, more refreshing pour," implying that the can was somehow technologically superior to other beer cans and provides a more refreshing beverage experience.
According to the National Advertising Division, Miller Coors declined to provide a substantive response to the challenge. Miller Coors defended the claims as either puffery or truthful. The company also told NAD that the TV, radio and digital campaigns would be permanently discontinued by the end of September 2013. [7]
International Markets
In order to expand Molson Coors brand portfolio outside of its major markets (US, UK, Canada), Molson Coors established Molson Coors International in 2008. MCI is comprised of three primary regions; Asia, Europe, Latin America and the Caribbean. Coors Light, as a signature brand of Molson Coors, was introduced in the new markets. [8]. The world's sixth-largest brewer, which also makes Molson Canadian, Carling and Blue Moon, was trying to diversify beyond its core markets.
Awards and Sponsorship
In 2005, Coors light was awarded with a silver medal in the Great American Beer Festival. [9]
MillerCoors' title sponsorship of the newly created Coors Light National Hockey League Stadium Series. MillerCoors' sponsorship of the stadium series is part of the beer company’s seven-year, $375M deal signed with the NHL in February 2011, the league’s most financially lucrative sponsorship ever. [10]
In 2013 MillerCoors owned Coors Light inked a year long deal with Turner Broadcasting, which includes a sponsorship of the NASCAR Mobile applications. Coors Light uses the sponsorship with in-application banners and content to connect with NASCAR’s core demographic of sports fans. The initiative builds on Coors Light’s previous mobile initiatives to target consumers by demographic. [11]
External Links
References Information
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"Miller Coors rebuffs Ad Industry". Adweek.
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{{ cite web}}:|first=has generic name ( help);|first=missing|last=( help) - ^ "Coors Light Segments NASCAR fans through app Sponsorship". Mobile Marketer.