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Extra Gold launches new advertising plan.

Extra Gold launches new advertising plan

Coors Brewing Co. launched a new advertising campaign last week that focuses on the superior color of Coors Extra Gold.

The campaign, Beer is Back," compares the color of Extra Gold to other leading premium beers and reinforces the fact that the brand is slow-brewed for "that real beer flavor and rich, real beer color." Advertising will run in 16 markets across the country and includes radio, television, print and point-of-sale promotions.

The television ads feature interviews with beer drinkers who compare the color of Extra Gold with a leading premium.

"We found that consumers prefer the darker color of Coors Extra Gold," said Gary Skoysted, Extra Gold's brand manager. "Displaying our brand side-by-side with another leading premium beer makes a visual statement about our beer's color superiority."

Because color is an important beer characteristic, the campaign--developed by Foote, Cone and Belding/Chicago--demonstrates the richness of Extra Gold. Skoysted noted.
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Title Annotation:Adolph Coors Co.
Publication:Modern Brewery Age
Date:Oct 15, 1990
Previous Article:U.K.'s Churchill Beer debuts in U.S.
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