Coors Makes An Original Change.
February 25, 2002
Coors Brewing Company announced that it will introduce a new positioning for its flagship brand, Original Coors. Keep an eye out for new packaging to arrive on shelves starting in mid-April. “Coors Original” will appear on store shelves with an impactful, gold metallicized look to increase the shelf presence.
“We’re excited about the new look of Coors Original,” said Jim Sabia, Brand Director, Coors Brewing Company. “Our research indicates that the changes we’ve made will help increase our relevance and purchase intent with our target consumer.”
Additional revisions include the addition of mountains to connect back to the brand’s Colorado heritage, the metallicized gold to provide one dominant color, and a larger, bolder logo treatment all of which help in making Coors Original more prominent as a premier Coors brand.
