Launch the latest packaging innovation, cold-activated bottles and cans
Direct light beer competitors were competing based on value, not values
Tap into the emotional value of this rationally-driven feature
Light beer is thought of as cheap, but people often drink it w/ their closest friends
Guys want a beer that is as honest and straightforward as the company they keep
Good friends tell it like it is; just like CL labels tell you when it’s cold/ready to drink
*By 2010, Coors Light grew by 1.1% in a declining category using the emotional value of a rationally driven feature.
Coors Light. Real friends tell it like it is.
Coors Light. Cómo un buen amigo, te lo dice como es.
*Beer Marketer Insights