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Extra Gold shakes up its packaging to attract consumers.

In an attempt to "counter the clutter" on store shelves, Coors Brewing Co. said new Coors Extra Gold packaging graphics for 12- and 24-packs of 12-oz. cans would be used as a new sales tool.

The package graphics display "58 percent of Bud drinkers preferred the taste of Coors Extra Gold," referring to research conducted in 1990 by Tragon, Inc.

"Our advertising campaign delivers a succinct, effective message: '58 percent of Bud drinkers preferred the taste of Coors Extra Gold'," said Gary Skovsted, Extra Gold's brand director. "This campaign, which has TV, radio and outdoor advertising plus point-of-sale material, has produced very positive results. And now, with this new package that delivers the '58 percent' message, we're able to fully take advantage of the power of this campaign at the point when consumers are actually making their purchase decision."

The package was tested in nine markets. Mick Goodroe, sales manager for Neal Tyler & Sons, of Jacksonville, FL, said, "The package really had an impact on sales. When it was in the cold box, which is a hard place to get attention, the package really jumped out."

To further support the campaign, Coors has also developed stacker bins that accommodate up to 20 cases of 12-packs, Skovsted said. The Extra Gold header also displays the "58 percent" proclamation.
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Title Annotation:Adolph Coors Co.'s packaging graphics for beer cans
Publication:Modern Brewery Age
Date:Nov 16, 1992
Words:217
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