Coors Brewing Company Announces Multicultural Marketing Plans.2007 Brings Strategic Shifts for African American African American Multiculture A person having origins in any of the black racial groups of Africa. See Race. and Hispanic Markets GOLDEN, Colo. -- The African American and U.S. Hispanic populations are growing at a faster rate than the general market, making multicultural consumers increasingly important for most packaged products companies. Coors Brewing Company is rolling out its 2007 multicultural marketing strategy which builds on positioning Coors Light[R] as the beer as cold and refreshing as the Rocky Mountains Rocky Mountains, major mountain system of W North America and easternmost belt of the North American cordillera, extending more than 3,000 mi (4,800 km) from central N.Mex. to NW Alaska; Mt. Elbert (14,431 ft/4,399 m) in Colorado is the highest peak. . As part of the strategic shift to enhance the focus on multicultural markets, Mauricio Cardenas, chief officer, Latin America Latin America, the Spanish-speaking, Portuguese-speaking, and French-speaking countries (except Canada) of North America, South America, Central America, and the West Indies. and U.S. multicultural markets, will take on an expanded role to oversee the company's efforts in this area. He reports directly to Frits van Paasschen, Coors president and chief executive officer. "The African American and Hispanic markets together make up nearly one-third of the population in the U.S. and 21 percent of all U.S. males ages 21-34 are Hispanic," said Cardenas. "While Coors Light's cold refreshment is the same for any consumer, we tailor how we communicate that message to ensure it builds the personality of the brand and connects emotionally with multicultural consumers." The 2007 African American-focused campaign will feature street-level marketing, radio, out-of-home and print ads in key markets. To reach bilingual Hispanic consumers, Coors will launch an integrated campaign including TV, radio, out-of-home, event marketing, retail promotions and point-of-sale programs. New Coors Light Spanish language Spanish language, member of the Romance group of the Italic subfamily of the Indo-European family of languages (see Romance languages). The official language of Spain and 19 Latin American nations, Spanish is spoken as a first language by about 330 million persons advertising features the tagline, "Refresca Tu Mundo" (Refreshes Your World), reflecting the general market tagline, "The World's Most Refreshing Beer", but communicating the brand value in a personal way. A series of new Hispanic television spots will air in 2007. The spots convey the cold refreshment of Coors Light and highlight the latest round of Coors Light's product initiatives, including the Cold Activated Bottle and the Frost Brew Liner. The ad themes speak to the lifestyle of young adult Latino male consumers including recognition of this market segment's passion for American football. About Coors Brewing Company Coors Brewing Company is a subsidiary of Molson Coors Brewing Company Molson Coors Brewing Company (TSX: TAP; NYSE: TAP) is a company that was created by the merger of two of North America's largest breweries: Molson of Canada, and Coors of the United States, on February 9, 2005. , (NYSE NYSE See: New York Stock Exchange : TAP)(TSX TSX Toronto Stock Exchange (TSE before April, 2002) TSX Transfer from Stack Pointer to Index TSX True Space Extension : TAP). It is the third largest brewer in the U.S. The company's U.S. brands include Coors Light, Molson Canadian, Coors, Killian's Irish Red, Keystone key·stone n. 1. Architecture The central wedge-shaped stone of an arch that locks its parts together. Also called headstone. 2. The central supporting element of a whole. , Blue Moon, Coors NA and Zima. For more information on Coors, visit the company's Web site, www.coors.com. Editors Note: Copies of the Hispanic TV ads are available upon request. |
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