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Article: Coors; In a chilly beer market, it's all about the cold.(Marketer of the Year)(Coors Brewing Co.)(Financial report)
- Article from:
- Advertising Age
- Article date:
- October 20, 2008
- Author:
CopyrightCOPYRIGHT 2008 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: JEREMY MULLMAN
Coors brewing co.'s case to be Marketer of the Year is a straightforward one: It simply outperformed all the competition.
In a mature, largely stagnant industry, the Colorado-based brewer made bigger gains than better-funded rivals on the top, middle and bottom shelves. It used mass media and huge sports platforms but also word-of-mouth and viral marketing. It moved brands with iconic image ads but also with frat-boy humor.
The result has been a two-year run that's easily the best performance by a major U.S. brewer this decade, and perhaps in several. "It's a ride like we haven't seen in a long time, if ever,'' Benj ...
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... ... further enhancing the Coors Light experience on race weekends ... more information about Coors Light's official NASCAR ... S. brands include Coors Light, Molson Canadian, Coors ... Irish Red, Keystone, Blue Moon, Coors NA and Zima ...
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