Van Damme good results: how Jean Claude transformed the fortunes of Coors Light
Principal authors: Richard Clay, ZenithOptimedia; Michael Lee and Sarah Mason, VCCP Contributing authors: Guy Edwards, ZenithOptimedia; Andrew Perkins, VCCP; Richard Shotton, ZenithOptimedia
Summary
Seemingly held back by its 'Light' name, Coors Light was stuck outside the Top 20 beer brands, losing sales and struggling on key brand scores.
Subversive and original advertising enabled Coors Light to build a rock-solid brand world, driven by a compelling USP grounded in...