Magazine article Marketing

Molson Coors Reveals Strategic Shift for 2011

Magazine article Marketing

Molson Coors Reveals Strategic Shift for 2011

Article excerpt

Brewer plans 'unisex' advertising strategy to attract more women beer-drinkers.

Molson Coors plans to relaunch its C2 brand next year after the low-alcohol lager's marketing failed to resonate with consumers.

Introduced in 2004, C2 ran its last major campaign three years ago. It was aimed at highlighting that C2 allows drinkers to join in social occasions without drinking too much alcohol. The futuristic TV ad featuring a group of robots, which was created by Beattie McGuinness Bungay, was backed by an outdoor campaign using strap-lines such as 'Welcome to the pint after training'.

However at a briefing last week, Molson Coors UK chief executive Mark Hunter said the lager would be repositioned in a 2011 relaunch. He added that C2 was a 'good liquid' that had tested well, but its 'positioning and communication was not as right as it needs to be'.

Ahead of the activity, which has yet to be confirmed, Hunter revealed that Molson Coors would lobby for a 'short-term stimulus' in the form of a tax break for low-alcohol beer.

Encouraging brewers to launch such products would, he said, aid responsible drinking.

Next year Molson Coors will roll out a range of beers aimed at women. As revealed by Marketing, the brewer had intended to launch a clear beer, but has now decided against this. …

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