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Coors Light revamps cold-activated beer can gimmick to battle declining sales

September 26, 2018Keith Gribbins

Molson Coors is facing challenges. Aren’t we all. According to Business Insider: In August, Molson Coors reported that sales had decreased for its fourth straight quarter, noting slowing Coors Light sales contributed significantly. MillerCoors (the U.S. business division of Molson Coors) recently slashed 350 jobs, while announcing it would stop making its new Millennial-focused fruity light beer Two Hats after less than a year and appoint new marketing agencies for both Blue Moon and Leinenkugel’s. It also has plans to refocus hardcore on its bellwether brand Coors Light, which is still the No. 2-selling beer in America.

How does it plan to do that?

Well for starters, bring back cold-activation, naturally. Yesterday, MillerCoors Behind the Beer blog released a story that interviews CEO Gavin Hattersley.

“[Coors Light] is at its best when it lays claim to ultimate refreshment,” says MillerCoors CEO Gavin Hattersley. “And we believe the best way to break through in this increasingly fragmented landscape is to simplify and focus our message, so we’re delivering with consistency the story of what makes us special.”

A cold-activated can? The real shitty news here is that the Cold Train isn’t coming back. It’s all explained in this Peter Frost interview.

Q: One of the first things people will notice is your new graphic look for the brand. Can you tell us about the update?

A: We needed to accomplish two things. First, we need more drinkers age 21 to 34, and especially those aged 21 to 27, to stop and give Coors Light another look. With that, we are bringing a cooler, more contemporary look to the the brand. We want people to stop and think, ‘Huh. Maybe Coors Light isn’t what I thought it was.’ Second, we need our branding to be more flexible, allowing us to bring Coors Light to life in more occasions and across more mediums. The new graphic look promises to do both, so we’re really excited.

MillerCoors also noted its modernizing that look with a more aggressive digital campaign. It’s also made video spots (one above) to feature its “cold-activated thematic.” Expect to see them on TV, websites, social media and maybe even streaming services like Hulu.

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Reader Interactions

Comments

  1. Robert T Madruga says

    September 27, 2018 at 1:49 pm

    Jim Inman

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    • Robert T Madruga says

      September 27, 2018 at 1:56 pm

      Buy more Coors

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    • Jim Inman says

      September 28, 2018 at 12:08 am

      😩

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  2. Dave Floyd says

    September 27, 2018 at 12:16 pm

    Cant revamp SHIT beer lol

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  3. Jeremy Weiss says

    September 26, 2018 at 7:44 pm

    Mark Lang

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  4. David Lucas says

    September 26, 2018 at 3:38 pm

    Coors and Bud can only resort to gimmicks and cute marketing campaigns. They need to distract people from the taste of their product!

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  5. Chad Bilbrey says

    September 26, 2018 at 3:37 pm

    Damn I quit drinking and my favorite beer Coors Light declines in sales….damn I didn’t realize I was drinking that much.

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  6. Rick Boyd says

    September 26, 2018 at 3:22 pm

    Two things to know about drinking Coors Light.

    1. Their single marketing ploy is the one thing beyond their control, temperature. Its not quality, its not price point, its how cold it is in your fridge/cooler.

    2. Taste is their enemy. They want their beer ice cold because your tongue is a muscle and muscles contract when cold. When your tongue contracts it closes off taste receptors so you taste less.

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  7. Jon Untiedt says

    September 26, 2018 at 3:22 pm

    Your sales are declining because your so-called beer is no more than slightly fizzy yellow water. Wanna increase sales? Brew REAL beer! There, problem solved. That’ll be $1500US for my consulting fee thank you.

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