Coors Light Launches Bilingual Super Bowl Push

NEW YORK Coors Light has rolled out a bilingual marketing initiative in the run-up to Super Bowl XLI on Feb. 4 in an effort to reach the growing number of Hispanic football fans.

According to the National Football League, 77 percent of bilingual Hispanic men ages 21 to 34 consider themselves football fans, and as the official beer sponsor of the NFL, Coors Light is not neglecting those consumers.

“The popularity of NFL football among Latinos in the U.S. continues to grow at an accelerated rate,” said Paul Mendieta, Coors marketing director, U.S. Hispanic and Latin America.

The marketing initiative includes Super Bowl-themed bilingual packaging that incorporates the logos for Coors Light, the NFL and Super Bowl XLI in its design. The Super Bowl XLI “One game. One dream” tagline appears on the packaging in English and Spanish.

The bilingual packaging will roll out in Texas and California this month.

In addition to the new packaging, Coors Light is the presenting sponsor of Tazon Latino I (Latino Bowl I), the first nationally televised flag football game between ex-NFL players and Latino celebrities. The game will be filmed during Super Bowl week in Miami and will air Feb. 3 at 5 p.m. ET on Telemundo.

In select markets, Coors Light will hold a sweepstakes in which consumers have a chance to win a trip to Miami to attend Tazon Latino I. Entry forms will be available at participating retail locations.