Coors Shifts Focus Toward Multicultural Marketing
Coors Brewing Co. is revamping it marketing strategy to target African-Americans and Hispanics in an effort to boost beer sales.
The shift comes on the heels of a new ad campaign and updated packaging the company launched for the Coors brand. African-Americans and Hispanics make up about one-third of the U.S. population, Coors said. In addition, 21% of all U.S. males are between 21- to 34-years-old.
Coors’ 2007 campaign targeting African-Americans will include radio spots, out-of-home, guerrilla marketing and print ads in top markets.
For Hispanic consumers, the company will roll out event marketing, retail promotions, radio and P-O-P programs. New Coors Spanish-language advertising will feature the tagline Refresca Tu Mundo or “The World’s Most Refreshing Beer.” In addition, TV spots will target young Latino males with a love of American football and highlight Coors Light’s new products.
Most of the multicultural marketing activities will launch this month, according to Coors spokesperson Kimberly DeVigil.
“While Coors Light’s cold refreshment is the same for any consumer, we tailor how we communicate that message to ensure it builds the personality of the brand and connects emotionally with multicultural consumers,” Mauricio Cardenas, Coors’ chief officer, Latin America and U.S. multicultural markets, said in a statement.
Cardenas is taking on an expanded role to oversee the company’s multicultural initiatives. He reports to Frits van Paasschen, Coors president and chief executive officer.
