Coors Light: Rocky Mountain Log Cabin Bar

Agency name: Ground 4D
Client name: Heineken Ireland
Category: Innovative Idea or Concept

BACKGROUND

Rocky Mountain Log Cabin Bar

Coors Light was the number 4 lager brand in Ireland. The brand was in strong growth in both the on-trade & off-trade:

On-Trade Draught 3.7% (+0.8%) *
On-Trade Bottle 18.1% (+1%) *
Off-Trade 5% (+0.7%) *

This was a very strong performance in a lager market that was declining at -10.9%*
*MAT to Dec. 2009

Coors Light's primary competitor is Budweiser, with Millar & Corona also holding their own.

Young guys use beer brands in the on-trade as a badge. Coors Light's heritage as a ‘light’ bottle brand has meant that it is perceived by many young males to be a ‘girls' beer’. This has been a real barrier to trial with young guys. Overcoming this is key to driving Coors Light acceptance.