Coors Light: Iceman to Canton

Coors Light, a beer brand, promoted its brand among Latino football fans in the US by starting a petition to get legendry coach Tom Flores into the Pro Football Hall of Fame.

The Situation

Since giving up its sponsorship as the National Football League's Official Beer a decade earlier, Coors Light has looked for opportunities to leverage Its remaining individual-team alliances with teams like the Las Vegas Raiders to drive relevance and sales, particularly with the younger and Latino beer drinkers who over index as both NFL viewers and light-beer drinkers.

Over the past decade, Latino drinkers have become increasingly critical to beer sales. Per Nielsen data, they spend a larger percentage of their alcoholic- beverage dollars on beer than any other ethnic group, and roughly 30% of that is spent on...

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