Coors Light is to receive its biggest-ever marketing push with the launch of a £3.5m advertising campaign today.
Driving home the brand’s claim to be “the world’s most refreshing beer”, the campaign begins today and will run until September.
“This is significant investment for Coors Light, which is growing in both the on and off-trade as drinkers discover its ice-cold, light, refreshing taste,” said Steve Mitchell, senior marketing manager at brand owner Molson Coors.
The push will involve a 30-second advert to run on TV and in cinemas, posters at 5,000 high-impact sites and moving digital images running at key city-centre locations such as Piccadilly Circus.
Mitchell said the campaign would give Coors Light “great access to our audience – creating new opportunities for us to build awareness and trial with consumers and shoppers”.
To celebrate the launch, Molson Coors will be offering value-added incentives to the trade during July, such as staff incentives and free rewards.
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