Brand differentiation pays off for Molson Coors | WARC | The Feed
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Brand differentiation pays off for Molson Coors
Brand models, architecture Beer & cider Brand management
A long-term approach to brand differentiation has helped brewer Molson Coors enhance the performance of Coors Light and Miller Lite, two major brands that compete in the same category.
- Net sales of Coors Light rose by 4% in 2021, compared with a decline in the mid-single digits in 2018.
- On its part, Miller Lite logged 7% growth last year, compared with a 0.5% decline in 2018.
- “These two brands compete in the same segment. For years, it seemed virtually impossible to get them both moving in the right direction at the same time,” Gavin Hattersley, president/CEO of Molson Coors, told investors on an earnings call.
- Overcoming this problem, Hattersley explained, has relied on a “multi-year approach” to differentiating Coors Light and Miller Lite.
- In 2019, Michelle St. Jacques, CMO of Molson Coors, introduced a new strategy to “bifurcate” the marketing of these brands.
- This approach effectively made “them unique in the marketplace and how they show up in ads,” said Hattersley.
- Coors Light’s “Made to Chill” campaign sought to recruit younger drinkers who wanted to find ways to relax in an always-on world.
- This initiative “generated an immediate improvement in brand health in 2019, and that improvement has held since,” said Hattersley.
- Miller Lite has focused on how beer can serve as a valuable element of social occasions between friends.
The big idea
“ROI [return on investment] on the marketing campaigns for our premium light brands has significantly grown.” – Gavin Hattersley, president/CEO, Molson Coors.
Sourced from AlphaStreet
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