The Original Coors Brand was struggling after 17 years of declining sales. The Brand had lost its relevance particularly among younger drinkers that represent the vast majority of beer volume.
Research showed that Coors had a great product (as good as Budweiser) but a very poor image among younger drinkers. In other words, Coors had an image problem in a largely image driven category—the challenge was to credibly make Coors “cool” again.
Segmentation research identified a group of young drinkers who appreciated products that were time-tested, uncontrived and uncomplicated. Based on this insight, we created “The Last Real Beer” campaign.
The campaign turned Coors’ biggest weakness (old fashioned with no product news for over 100 years) into its biggest strength (an authentic brand that had stood the test of time).
The campaign stemmed the 17-year business decline and returned Original Coors to growth and profitability.
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