Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
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.
Coors Light is also in the middle of a summer promotion with Sony Connect for exclusive song-download prizes, a program that runs through August, culminating in a Green Day concert in San Diego.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in