US: Coors unveils domestic ad assault
US beer giant Coors Brewing Co. has unveiled domestic advertising campaigns for five of its key brands.
Coors yesterday (20 March) launched its ad efforts for brands including Coors Light, Keystone Light and Molson Canadian, the Canadian flagship brand of parent Molson Coors.
The brewer is flagging its belief that Coors Light is "The World's Most Refreshing Beer" with a series of ads featuring unusual world record holders.
Coors also unveiled an online campaign for Coors Light. The campaign will see a self-styled Coors Light Silver Bullet Train "visiting" consumers via web portals at 16:53 each day to encourage them to buy a Coors Light "to reward themselves at the end of the work day".
Coors is hoping US beer drinkers will be struck by images of Canada in its campaign for Molson Canadian. Its "Here's to Good Nature" campaign uses scenes of Canadian nature.
For Keystone Light, Coors is planning new executions from its "Always Smooth, Even When You're Not" campaign.
The ads are part of a renewed push to drive beer sales in the US. In the last quarter of 2006, Coors saw US sales-to-retail rise by 2.1% thanks to low-single-digit growth from Coors Light and double-digit growth from Keystone Light.
"Coors Brewing Co. has a strong portfolio of brands that appeal to every type of adult beer drinker," said Andy England, Coors' chief marketing officer. "These new ads tap into the attributes that consumers associate with and value in each of our brands."
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