Coors Light: Climb On

This case study describes how Coors Light, the US beer brand, remedied declines in sales and penetration by creating Climb On, a campaign that echoed a desire shared by all people - not just men: to overcome obstacles.

Coors Light: Climb On

What was your marketing challenge?

After five years of significant growth to become the number two beer in America, Coors Light began to experience declines in both drinker penetration and sales volume by mid-2013. Digging deeper into the issues, three themes emerged that needed to be addressed in order to restore the brand's equity:

  • In a world where design and details matter, we had created a fragmented, dated and undifferentiated brand world.
  • There was a singular focus on a functional attribute that didn't ladder up to a clear benefit and lacked emotional resonance.
  • There was an...

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