In the first campaign for the new brand, which will debut April 12 in 20 markets, Coors takes on Budweiser in much the same way it did with its regular Extra Gold brand in 1990. The ads use the 'man-in-the-bar' type interviews comparing side by side the deeper color of Extra Gold Light with regular Budweiser. In each execution, the beer drinker can't believe a light beer is darker than Budweiser.
The tag urges drinkers to try the 'Rich, smooth, darker light beer.'
The spots are the first from agency Foote, Cone & Belding/Chicago, which was awarded the brand earlier this year. In 1990, the agency launched a campaign for Extra Gold which showed that 58% of Bud drinkers preferred Extra Gold to Bud in a taste test.
'Using a light beer to go up against Budweiser is very powerful,' said a source close to Coors. 'It's one thing to use a full-calorie beer, but it's another thing to use a light beer.'
FCB would not comment on the upcoming campaign.
Point of sale materials also ask consumers to compare Extra Gold Light's color to Budweiser. Radio, print and outdoor campaigns are also expected from the brewer.
Meanwhile, Coors has backed off using a direct Bud reference in its new campaign for the mainline Extra Gold brand used for the past three years. In the new campaign, which broke over the weekend, Bar owners and bartenders are asked in one-on-one interviews why they stock and sell Extra Gold. In one amusing story pitted directly against Budweiser, the bartender tells a story about how Budweiser distributors stopped in to do a taste test of their own, and preferred Extra Gold. The tagline: 'Get back to real beer.'
Copyright Adweek L.P. (1993)