Coors – Coors Light

In January 2002, Coors Light was the number one light beer, but its appeal was mostly limited to older drinkers and women, so its overall growth potential was limited.
Agency: DraftFCB

Coors – Coors Light

Silver: Sustained Success

EXECUTIVE SUMMARY

Business Results Period (consecutive months): January 2002–December 2006Start of Advertising/Communication Effort: January 2002Base Period for Comparison: January 2000–December 2001

In January 2002, Coors Light was a brand at a crossroads. Since its launch in 1984 it had become the best selling light beer in Canada. However this success had been built on a user base that was older, more female and drank less than the young male beer drinker. Coors Light had become synonymous with low volume occasions. This meant that continued growth was going to...

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