Coors Brewing Company announces Multicultural Marketing Plans.
March 9, 2007
The African American and U.S. Hispanic populations are growing at a faster rate than the general market, making multicultural consumers increasingly important for most packaged products companies. Coors Brewing Company is rolling out its 2007 multicultural marketing strategy which builds on positioning Coors Light as the beer as cold and refreshing as the Rocky Mountains.
As part of the strategic shift to enhance the focus on multicultural markets, Mauricio Cardenas, chief officer, Latin America and U.S. multicultural markets, will take on an expanded role to oversee the company’s efforts in this area. He reports directly to Frits van Paasschen, Coors president and chief executive officer.
“The African American and Hispanic markets together make up nearly one-third of the population in the U.S. and 21 percent of all U.S. males ages 21-34 are Hispanic,” said Cardenas. “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.”
The 2007 African American-focused campaign will feature street-level marketing, radio, out-of-home and print ads in key markets. To reach bilingual Hispanic consumers, Coors will launch an integrated campaign including TV, radio, out-of-home, event marketing, retail promotions and point-of-sale programs. New Coors Light Spanish language advertising features the tagline, “Refresca Tu Mundo” (Refreshes Your World), reflecting the general market tagline, “The World’s Most Refreshing Beer”, but communicating the brand value in a personal way.
A series of new Hispanic television spots will air in 2007. The spots convey the cold refreshment of Coors Light and highlight the latest round of Coors Light’s product initiatives, including the Cold Activated Bottle and the Frost Brew Liner. The ad themes speak to the lifestyle of young adult Latino male consumers including recognition of this market segment’s passion for American football.
