Coors Light puts €1.5 behind new TV campaign
Coors Light has invested over €1.5 million in a new TV campaign, ‘Moving’, produced using a combination of Rocky Mountain footage, location filming in a giant snowdome and high-tech visual effects.
Coors Light Senior Brand Manager David Moore commented, “Coors Light is synonymous with the Rocky Mountains. We wanted to build on previous communications by offering viewers another glimpse of the place where this great beer comes from and at the same time tell a story that brings the sociability, personality and fun of the Coors Light brand to life”.
In a lager market that continues to decline, Coors Light claims very strong volume and market share growth recently. According to the brand, it’s the number four lager brand here and the number one bottled lager as well as being the number four draught lager brand in the on-trade.
David Moore added, “2010 continues to be a tough year in the beer market but there’s great momentum behind the Coors Light brand and it is continuing to go from strength-to-strength”.
The new TV campaign forms part of an ongoing heavyweight investment in the Coors Light brand which forms a key part of the Heineken Ireland portfolio.