Van Damme good results - how Jean Claude transformed the fortunes of Coors Light

This case study shows how Coors Light, a beer brand, quickly climbed the top 20 beer rankings in the UK by using a celebrity fronted campaign.

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...

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