Coors Light Tweaks Marketing Strategy

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LOS ANGELES A literal and figurative repackaging of Coors Light is starting to yield results for the brewer, according to the vice president of marketing.

Jim Sabia said the Golden, Colo.-based brewer moved its marketing strategy from “a lot of emotional ads to a grounding in the rational” last spring, in concert with the later introduction of plastic bottles and cooler box packaging.

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