Amid Distributor Concerns, Coors Light Spikes an Ad Campaign
Posted in: UncategorizedMillerCoors has scrapped a planned campaign for Coors Light because ads did not go over well with distributors. Instead the brewer is working on a new effort in hopes that it will be ready by June in time for the important summer drinking season.
The stakes are high because Coors Light is the brewer’s largest brand and the so-called Silver Bullet has been stuck in a sales slump.
The brand had planned to run a campaign called “The Cold One” by WPP’s Cavalry. In an interview in early March, Chief Marketing Officer Andy described it as as a “character-driven” effort that would get heavy digital emphasis. People who have seen the ads described the campaign as being set in the mountains and involving a man who dispensed Rocky Mountain wisdom about Coors Light.
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