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Why Coors Light May Be Damaging Their Brand With The "Cold" Strategy

Oct 8, 2014 1:00:42 PM

Ice Cold Beer

Newer Coors Light commercials claim the beverage to be "The world's most refreshing beer." As outlined in his article on, Will Burns explains the plan of Coors may be to link "cold" to their "frost filtered" process, also creating a link to consumers as a "refreshing" beer.

While many consumers are in favor of an ice cold beer, Burns disagrees with this brand strategy. Not only does he believe temperature is relative, but he also questions whether or not the company is using sub-zero temperatures to mask a lack of taste.

Read through his article for further insight and some opposing viewpoints as well.

How do you feel this advertising strategy affects Coors as a brand?

Written by Vennli

Vennli is the content intelligence platform that empowers marketing leaders to increase the effectiveness of content marketing for each persona across every stage of the buyer’s journey - from awareness to advocacy. The smart content planning tool combines customer data and artificial intelligence, including insights about what matters most to the target market, to make intelligent content, messaging, and communication recommendations that will attract, convert, and retain more customers.

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