LA CROSSE, WIS. – G. Heileman Brewing Co., historically a regional brewer, is introducing nationally Cool Colt, the latest member in the Colt 45 Malt Liquor family. Unlike many malt liquors, which are aimed at minorities, Cool Colt will go after a wider audience with ads slated to air on network TV. The campaign, from Deutsch/Dworin, New York, will break March 1 and carry the theme, ‘Taste the cool.’ Hank Gerfen, Heileman’s marketing chief, said the ‘contemporary and unique taste’ of Cool Colt translates into broader appeal. He added that Colt 45 and Cool Colt will get a combined 1993 ad budget of about $10 million.
Copyright Adweek L.P. (1993)
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