Coors Light

08

Promotional Plan

Executive Summary

Naturally brewed with no added preservatives in Golden, Colorado, the heart of the Rockies, Coors

Light is the eighth leading beer brand in the world. As Molson Coors’ largest brand, the new

parent company after the 2005 merger, Coors Light has established itself as the biggest selling

brand in both the US and Canada.

The merger, however, left the company heavily indebted and with limited capital suffered a loss of

partnering and sponsorship for major sporting events. Coors Light has worked extremely hard to

maintain the positioning as ‘The Worlds Most Refreshing Beer” withstanding the susceptibility the

brand faces with only a single brewing site and third party distributors.

This promotion plan includes the following objectives for the upcoming year:

To attract non-users and create brand awareness among 90% of females aged 21-30

seeking a refreshing tasting light beer,

To retain the 18-24 year old male target currently held by Coors Light.

To engage the mobile community through the use of Mobile Insider, connecting the brand to

consumers.1

The objectives should be met through various promotional activities tied closely to the company’s

long-standing brand image, and mobile promotions to increase accuracy in reaching target

markets.

Over the next 12 months it is recommended that Coors Light continue to use the Maxim Golf

Experience to maintain the current target market. The brand will increase awareness among the

female target by promoting the Coors Château getaway at bars across Canada, awarding 100

women a relaxing weekend getaway. This will tie in to the Cooking with Coors social media

contest through the companies Facebook Fan page. Cooking with Coors will ask consumers to

upload videos of themselves cooking with Coors Light, and vote on their favorites. The recipe with

the most votes will allow the winner access to their choice of Coors Light promotions. Top recipes

will be made for the winners of the Coors Chateau getaway.

The Coors Light EXTREME Mystery Mansion is an extension of the previous Mystery Mansion with

a twist – extreme activities ranging from mountain tubing, polar bear dipping and snowshoeing.

Entering the contest requires membership to Mobile Insider, connecting consumers to concerts,

bar promotions, and events hosted by Molson Coors through text messaging to mobile device. This

will engage the mobile community and achieve a 5% increase among current brand users.

Through this mixture of promotions Coors Light will achieve increased brand presence as a

“Refreshing tasting light beer, brewed in the heart of the Rockies,” as well as capture awareness

and membership of the female target market.

Table of Contents

1) Situation Analysisa) Canadian Market

i. Annual Retail Sales ii. Market Shares for Key Brands

b) Analysis of Brand and Competitors: Coors Light Corona Bud Light Canadian

2) SWOT Analysis a) Brand Strengths b) Brand Weaknesses c) Market Opportunities

d) Market Threats

3) Current Target Market, Positioning, Promotion Objectives, and Strategiesa) Current Target Market

b) Current Positioning

c) Current Promotional Objectivesd) Current Promotion Strategies

4) Proposed Target Market, Positioning, Promotion Objectives and Strategies 15a) Proposed Target Market 15

b) Proposed Positioning 15c) Proposed Promotional Objectives 16

d) Proposed Promotion Strategies 16

5) Creative Objectives and Strategies 17a) Creative Objective 17b) Key Consumer Benefits 17c) Support for Consumer Benefits 17

d) Personality 18

6) Promotion Recommendations 18a) Recommended Promotionsi. Promotion Programs 18

ii. Budget 24b) Promotional Vehicles Considered and Rejected 24

7) Explanation for how the promotion plan will meet the brands promotional objectives 25

Objective 1 25Objective 2 26Objective 3 27

8) Methods to be used to evaluate the promotions 28

9) Summary of Recommendations and costs for each promotional element 30Coors Light Maxim Golf Experience 30Mobile Insider 32Coors Light EXTREME Mystery Mansion 32Coors Light Chateau 34Cooking with Coors 36

10) Exhibits 37a. Rough art for each promotion 37

Endnotes 40

1. Situation Analysis

a) Canadian Market

i) Estimated Annual Retail Sales for Total Market

Historic - C$ mn - Current Prices

Canada 2004 2005 2006 2007 2008 2009

Consumer Expenditure on

Beer 7394.8 7702.3 8086.2 8558.2 8875.4 8834.9

Figure 1 -Retail Sales in Canada for Beer 2004-20092

Consumer expenditure on beer, or retail sales, saw an increase over the past

four-year span from 2004 to 2008, however it has lately shown a decrease.

While the decrease is small, factors that have affected this include both the

recession and consumers shifting preference from beer to wine.

Market Sizes - Historic - Off-trade Volume - mn litres

Canada 2004 2005 2006 2007 2008 2009

Beer

1676.

8 1708.2 1780.7 1787.8 1869.7 1932.2

Figure 2 - Volume of Beer sold in millions of liters 2004-20093

While retail sales experienced a decrease in 2009, the market size of beer sold in

millions of litres has steadily increased.

Historic - 1995 = 100

Canada 2004 2005 2006 2007 2008 2009

Index of Beer Prices

153.

6 157.7

161.

4 165.3

169.

4 169.7

Figure 3-Index of Beer Prices in Canada base year 1995

The index of beer prices has grown considerably since the base period of 1995.

This could be due to inflation, rising prices of raw materials and higher

transportation costs i.e. gas, oil, tariffs.

1

ii) Estimated Market Shares for all Key Brands

Brand Shares (by Global Brand Name) – Total Volume - % breakdown

BrandCompany name

(GBO) 2005 2006 2007 2008 2009Coors Light

Molson Coors Brewing Co 10 10.6 11.2 11.3 11.3

LabattAnheuser-Busch InBev NV - - - 11.8 11.2

Molson Canadian

Molson Coors Brewing Co 9.2 8.5 8.3 7.7 7.2

CarlingMolson Coors Brewing Co 5.3 5.4 6 6.3 6.4

Bud Light

Anheuser-Busch InBev NV - - - 3.1 3.6

Lucky Lager


Corona Extra

Modelo SA de CV, Grupo 2.2 2.3 2.4 2.6 2.5

Figure 4 – Brand Share in Canada4

b) Analysis of Brand and Primary Competing Brands:

Coors Light

i) Product:

Coors Light is known as a light beer, with 102 calories per 12 oz. serving, 12

carbohydrates, and 4.0% alc. /vol.

Packaging is in aluminum cans, both regular and tallboys, bottles, and kegs.

The packaging is in various sizes, 355mL, 710mL for cans and tallboys, 341mL

for bottles and 1984 ounces in a keg.

Coors Light Cold Activated Label was designed to show consumers when the

beer is at its peak drinking temperature, and is unique to Coors Light.

2

It is brewed in Golden, Colorado, and packaged and prepared in Sheneandoah

Valley, Virginia or Shelby County, Tennessee.

ii) Positioning:

“Cold as the Rockies,” Coors Light is the coldest of the light beers, and truly “The

World's Most Refreshing Beer”.5

iii) Pricing:

Depending on the amount purchased, current specials, and product format,

prices range between $12.95 and $114.95

Occasionally, Coors Light runs pricing specials, including: “28 bottles for the

price of 24,” and “15 cans for the price of 12,” offering consumers more product

for the same price.

6 Cans 355 ml $12.95

6 Cans 473 ml $16.95

12 Cans 355 ml $19.95

12 Cans 473 ml $24.95

12 Cans 750 ml $47.6

15 Cans 355 ml $28.95

18 Cans 355 ml $29.7

20 Cans 355 ml $29.95

24 Cans 355 ml $39.95

24 Cans 473 ml $51.5

48 Cans 355 ml $81.95

6 Bottle 341 ml $10.95

12 Bottle 341 ml $19.95

12 Bottle 710 ml $42.95

15 Bottle 341 ml $26.95

3

24 Bottle 341 ml $33.5

28 Bottle 341 ml $39.95

1 Keg 20 L $114.95

Figure 5 – Coors Light Pricing6

Price Comparison Chart

Brand Bottles Price

Coors Light 24 341 ml $ 33.50

Bud Light 24 341 ml $ 38.50

Corona 24 330 ml $ 38.95

Canadian 24 341 ml $ 33.50

Figure 6- Comparative Pricing7

Coors Light is one of the least expensive beers among its top competitors.

iv) Distribution:

Specific Beer and Liquor stores in each province distribute Coors Light across

Canada to the end consumer, as well as to restaurants and bars.

Coors Light representatives also engage in personal selling, to gain new

accounts; these are typically restaurants and bars.

The Broadway musical, Rock of Ages, sells Coors light to audience members and

is one of the only Broadway shows to do so.

Various sporting stadiums such as hockey rinks, football and lacrosse fields, and

basketball courts across Canada, feature and sell Coors Light products to fans.

v) Advertising

Coors Light has launched geographically focused ads, for example in British

Colombia, billboard ads for Coors Light read: “Colder than Torontonians” playing

on a geographical rivalry8.

Coors Light has introduced viral campaigns to increase recycling efforts among

its consumers.9

Coors Light has numerous television commercials advertising the beer as well as

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the events they sponsor and host.

vi) Promotion:

Mystery Mansion promotions are held at a number of bars across Canada,

resulting in 50 club goers winning the ultimate Mystery Mansion experience: a

weekend getaway to a palatial estate in the Canadian Rockies.

Maxim Golf Experience, is promoted much like Mystery Mansion, however,

individuals are also eligible to win through purchase from a Beer Store or Liquor

Store. Winners attend a golf tournament hosted by Coors Light and sponsored by

Maxim, who bring models to act as caddies.

Molson Insider members join online and gain access to concert tickets, events,

parties and more, via text messages sent to their cell phones.

Social media campaigns through Facebook and fan websites have been launched

to engage their target demographic of 18-24 year old males.

Coors Light is the official beer of NASCAR, and has consumer promotions that

give fans exclusive access to one of a kind NASCAR experiences.10

Corona


BrandCompany name

(GBO) 2005 2006 2007 2008 2009Coors Light



Molson Canadian



5

Bud Light


Lucky Lager


Corona Extra


Figure 7 – Brand Share in Canada11

i) Product:

Corona Extra is a pale lager that originated in Mexico, traditionally served with a

lime wedge, in a distinctively shaped bottle.

It has 4.6% alc./vol. and is available in various bottle sizes as well as in

aluminum cans.

Corona Extra has been brewed since 1925 and is available in 150 countries. 12

ii) Positioning

Because Corona is more than just a beer; it represents a philosophy of living in

the moment that has been embraced around the world.13

iii) Pricing

6 Cans 355 ml $11.65

12 Cans 355 ml $20.00

24 Cans 355 ml $43.40

48 Cans 355 ml $86.80

1 Bottle 710 ml $3.55

6 Bottle 207 ml $8.20

6 Bottle 330 ml $12.25

12 Bottle 207 ml $15.85

12 Bottle 330 ml $22.95

6

12 Bottle 710 ml $41.10

24 Bottle 207 ml $28.00

24 Bottle 330 ml $38.95

Figure 8 – Corona Prices in Ontario 14

iv) Distribution

Distribution centers are located throughout the United States, delivering to the

various distribution centers in Canada such as:

Beer Store Liquor stores Restaurants and Bars Concerts Sports Facilities (The Rogers Center)

v) Advertising

Corona Beer Ventures Beyond the Beach -A new Corona commercial will show

drinkers chilling out in city, mountain and lakeside settings, with the tag line

"Find your beach." 15

T.V. advertising campaigns depicting consumers on a beach drinking Corona.16

Seen as a “different” beer, because the consumer are depicted drinking it with a

wedge of lime.17

vi) Promotion

Enter Corona's Beach Getaway Sweepstakes for your chance to win one of 100

trips to a resort in Cancun worth $3,000 each.18

Corona engages consumers through Facebook Groups and fan pages.

BudLight

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BrandCompany name

(GBO) 2005 2006 2007 2008 2009Coors Light



Molson Canadian



Bud Light


Lucky Lager


Corona Extra


Figure 9 – Brand Share Canada19

i) Product

Bud Light is brewed by Anheuser-Busch, has an alcohol content of 4.0% and is

available in cans, bottles or in kegs.

ii) Positioning

Bud Light is a light beer with a refreshingly clean, crisp taste.

iii) Pricing

1 Cans 710 ml $3.95

6 Cans 355 ml $12.95

12 Cans 355 ml $22.95

12 Cans 710 ml $42.95

15 Cans 355 ml $22.95

24 Cans 355 ml $41.50

8

48 Cans 355 ml $81.60

6 Bottle 341 ml $10.50

12 Bottle 341 ml $20.50

15 Bottle 341 ml $20.50

18 Bottle 341 ml $28.95

24 Bottle 341 ml $38.50

24 Bottle 341 ml $38.50

28 Bottle 341 ml $38.50

1 Keg 20 L $114.95

Figure 10 – Price of BudLight in Ontario20

iv) Distribution

Distribution centers are located throughout the United States, then delivered to

the various distribution centers in Canada such as :

Beer Store Liquor stores Restaurants and Bars Concerts Sports Facilities (The Rogers Center)

v) Advertising

In October 2008, Bud Light launched the “Drinkability” campaign, focusing on

the beer’s clean, crisp taste, making it easy to drink and enjoy.

Bud Light spent $27 million in 2009, on the Pre Game events for Super Bowl

XLIII.21

Mobile site where users can download Bud Light backgrounds, ring tones and

commercials to their cell phones.

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vi) Promotion

Offers free giveaways, such as Vintage NHL T-shirts, in cases of Bud Light.

Bud Light Yourself: Insert your face into the online hockey card template, which

enters you to win 2 tickets to the 2010 NHL awards in Las Vegas.

Bud Light hosted the Bud Light Caribbean Cruise in 2009 where various

distributors, such as local bars, promoted the event in their locations. Scratch

ballots were used for instant win prizes, and was followed by a grand draw for 2

tickets to the Bud Light Caribbean Cruise.

Bud Light Sponsors various events such as; UFC, concerts (Dirks Bentley), the

NHL, the Toronto Blue Jays and the Super Bowl.22

Molson Canadian

Brand Shares (by Global Brand Name) - Total Volume - % breakdown

BrandCompany name

(GBO) 2005 2006 2007 2008 2009Coors Light



Molson Canadian


Bud LightAnheuser-Busch InBev NV - - - 3.1 3.6

Lucky Lager


Corona Extra


Figure 11 – Brand Share Canada23

i) Product:

Molson Canadian was previously owned by Molson and is now owned by Molson

Coors, an American-Canadian Company.

It is a lager style beer, yellow in colour, with a grainy taste, and is heavier than a

light beer. 24

Molson Canadian has a 5.19% alc./vol. with 150 calories per 341mL bottle.

10

ii) Positioning

Molson Canadian is an award winning lager, which is as clean, crisp, and fresh as

the incredible country it comes from.25

iii) Pricing

6 Cans 355 ml $12.95

6 Cans 473 ml $16.95

12 Cans 355 ml $19.95

12 Cans 473 ml $24.95

12 Cans 750 ml $47.6

12 Cans 950 ml $59.5

15 Cans 355 ml $28.95

18 Cans 355 ml $29.7

20 Cans 355 ml $29.95

24 Cans 355 ml $39.95

24 Cans 473 ml $51.5

48 Cans 355 ml $81.95

1 Bottle 1183 ml $5.75

6 Bottle 341 ml $10.95

12 Bottle 341 ml $19.95

12 Bottle 710 ml $42.95

15 Bottle 341 ml $26.95

24 Bottle 341 ml $33.5

24 Bottle 341 ml $33.5

28 Bottle 341 ml $39.95

Figure 12 – Molson Canadian Prices Ontario26

iv) Distribution

11

Specific Beer and Liquor stores in each province distribute Coors Light across

Canada to the end consumer, as well as to restaurants and bars.

Six brewery facilities located across Canada:27

St. John's (Newfoundland),

Montréal (Quebec),

Toronto (Ontario),

Edmonton (Alberta),

Vancouver (British Columbia),

Creemore (Ontario)

v) Advertising

Molson Canadian’s tag line in 2005 was “It starts Here.” This was featured on

radio and television advertisements, as well as displayed on their website.

In 2007, Molson Canadian repositioned themselves, and the tag line was changed

to, “True Canadian Taste.”28

Molson Canadian consistently represents itself as a Canadian beer through

various television and radio ads such as, “I am Canadian” in which ”Joe”

discredits popular stereotypes of the nation.

vi) Promotion29

Molson Ampitheatre is a music venue located at Exhibition Centre in Toronto,

and attracts the target market to various concerts and events.

Molson Insider members join online and gain access to concert tickets, events,

parties and more, via text messages sent to their cell phones.

2. SWOT Analysis

a) Brand Strengths30,31,32,33

Coors Light is Molson Coors’ largest brand, and is the biggest selling brand in

both the US and Canada.

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Coors Light is the eighth leading beer brand in the world, and its volume sales

grew at a 4% CAGR over the 2005-2009 period.

Achieves strong brand recognition among its defined target market of males

aged 18 – 24 through its brand image, promotions, and advertising.

The use of innovative cold activated label reinforces the brand message at either

point of sale or consumption. It reflects and shows consumers when the beer is

at peak temperature for consumption and holds true to the “Cold as the Rockies”

positioning.

Each bottle of Coors Light has a “Pull Date,” which ensures distributors know

when to rotate product to guarantee the freshest product is available for sale.

Coors Light is brewed in Golden, Colorado, in the heart of the Rockies; with no

additives or preservatives used, consumers are ensured an all natural, high

quality light beer.

Engaging the mobile community through the use of My Thum Interactive, this

connects brands to consumers. Setting an industry standard using mobile

communication as a key pillar of the marketing strategy.

Rock of Ages partnership creates effective product placement on Broadway,

serving Coors to audience members.

b) Brand Weaknesses34,35

The 2005 merger of Molson and Coors has left the company heavily indebted,

and limited the capital resources to take on any new ventures.

Molson Coors generally relies on third party license agreements for distribution,

which limits control over the distribution of Coors Light products in Canada.

As a single site brewery, Coors Light does not have the transportation means of

its main competitors.

With the single brewing site, Coors Light is more susceptible to unforeseen

disruptions that could result in production halts and ultimately cause a major

loss for the brand,

Coors Light is often viewed as having a weak or watery taste.

13

Coors Light has suffered a loss of partnering and sponsorship for major sporting

events, due to increased competition and limited capital.

c) Market Opportunities36, 37

Strategic sponsorship deals with sports organizations like the NFL, NHL, etc.

New campaigns and sponsorship to attract a new female market, which seems to

be responsive to the product.

Molson Coors and SABMiller partner to market and distribute beer to US and

Puerto Rico.

In order to increase consumer awareness and recognition of the brand, Coors

Light could create partnerships with International Sports teams such as the CFL,

MLB, NBA, and MLS, and sponsor in-game promotions.

d) Market Threats38, 39, 40

Consumers have moved to lower priced brands and switched consumption

preference to wine.

Newly emerging “light” and “low calorie” beers are attracting one segment of

Coors Light’s target market.

Increased taxation in Ontario, affecting all service sectors, therefore reflecting in

lower sales in restaurants.

The beer market is maturing and there has been little growth among competing

brands.

Any shift in consumer preference of three major brands under Molson Coors will

have a large adverse impact on the Coors Light business.

Molson Coors dropped in trading on the Toronto Stock Market due to heightened

competitiveness.

3. Current Target Market, Positioning, Promotion Objectives, and Strategies

a) Current Target Market

14

Coors Light’s target market is males aged 18-24; they have a higher consumption

rate and are more engaged in advertising and promotional campaigns than older

beer consumers. 41

b) Current Positioning

“Cold as the Rockies,” Coors Light is the coldest of the light beers, and truly “The

World's Most Refreshing Beer”.42

c) Current Promotional Objectives:

To attract males aged 18-24 through interactive experiences, including golf

tournaments, partnerships with Maxim, and mystery trips.

To reach a large majority of the target market through NASCAR sponsorship.

Engaging the mobile community through the use of My Thum Interactive, this

connects brands to consumers.43

d) Current Promotion Strategies:

Coors Light uses Cold Certified labels on products to maintain their position as

“the coldest of the light beers”.

Coors Light Maxim Golf Experience gives you the chance to win a trip to a

national golf tournament sponsored by Coors Light and Maxim, with Maxim

models as caddies.

Coors Light Mystery Mansion allows you to win a trip for the “ultimate weekend”

at a secret mansion hideaway somewhere in the Canadian Rockies.

Coors Light Mobile Insider is a key pillar in marketing strategy, collecting

consumer demographics and tracking consumer behavior through mobile

usage.44

4. Proposed Target Market, Positioning, Promotion Objectives and Strategies

15

a) Proposed Target Market

Coors Light’s target market is males aged 18-24; they have a higher consumption

rate and are more engaged in advertising and promotional campaigns than older

beer consumers. 45

In addition to consumers currently in the Coors Light target market (males 18-

24 yrs of age) the brand will extend itself to female consumers, aged 21-30,

seeking a great tasting light beer.

b) Proposed Positioning

Coors Light will maintain its current positioning: “Cold as the Rockies,” Coors

Light is the coldest of the light beers, and truly “The World's Most Refreshing

Beer”.46

c) Proposed Promotion Objectives

1. To attract non-users and create brand awareness among 70% of the male

target market through interactive experiences in a 12-month period.

2. To increase brand awareness by 90% among the new target market of

females aged 21-30, seeking a refreshing tasting light beer, while retaining

current target market of 18 – 24 year old males within a 12 month period.

3. To engage the mobile community and increase membership of the Mobile

Insider by 5% among current brand users within a 12 month period.

d) Proposed Promotion Strategies

Coors Light Maxim Golf Experience gives consumers the chance to win a trip to a

national golf tournament weekend held in the Canadian Rockies sponsored by

Coors Light and Maxim, with Maxim models acting as caddies.

Coors Light Mobile Insider is a key pillar in the marketing strategy, used to

collect consumer demographics and track consumer behavior through mobile

usage.47

16

Coors Light EXTREME Mystery Mansion gives consumers the chance to win a

trip for the “ultimate weekend” consisting of intense winter activities at a secret

palatial estate somewhere in the Canadian Rockies, hosted by the Molson

EXTREME Team girls.

Coors Light Chateau allows consumers to win a trip for the ultimate weekend of

pampering, consisting of spa treatments and activities, liaised by male Maxim

models in a health and spa resort somewhere in the Canadian Rockies.

Cooking with Coors contest is to be launched through the current Facebook fan

page where contestants upload video recipes using Coors Light beer; winners

will receive a trip to a national Coors Light event of their choice.

5. Creative Objectives and Strategies

Proposed Creative Objective:

a) Creative Objective

“Cold as the Rockies; the world’s most refreshing Light beer”.

Proposed Creative Strategy:

b) Key Consumer Benefits

A full flavored, refreshing light beer with fewer calories per volume than typical

lagers.

Cold Activated Labels with Blue Mountains inform the consumer when the beer

has reached its peak temperature.

Beer in moderation reduces cardiovascular disease as well as the chance of

stroke; this information is interchangeable with the same study done for wine.48

Interacting with friends and peers with common interests at concerts and events

sponsored by Coors Light through information from social media outlets.

17

Amisheal, 08/03/10,

Main Message?

Weekend prizes for getaways in the Canadian Rockies designed for both males

and females.

Summer Recipes for meals that can be made using Coors Light which taste great

alongside a “Rocky Mountain Cold” beer.

c) Support for Consumer Benefits

Coors Light is known as a light beer, with 102 calories per 12 oz. serving, 12

carbohydrates, and 4.0% alc. /vol.

Coors Light Cold Activated Label was designed to show consumers when the

beer is at its peak drinking temperature, and is unique to Coors Light.

French Paradox enforces the scientifically proven fact of alcohol reducing the

chance of stroke, and cardiovascular disease as well as raising vitamin B levels

and good cholesterol.

Molson Insiders membership allows consumers to benefit from special

promotions, concert tickets, event listings and prizes through social media.

Golf Experience, EXTREME Mystery Mansion, and Coors Light Chateau

promotions are held at various bars across Canada, resulting in guests winning

the ultimate getaway experiences: a weekend golf tournament, or one of two

weekend getaways to a palatial estate (both held in the Canadian Rockies).

Cooking with Coors contest and video tutorials demonstrate how consumers can

use Coors Light for more than just a refreshing beverage.

d) Personality

Coors Light is refreshingly honest, easygoing, with a sense of adventure, and is

always the life of the party.

6. Promotion Recommendations

a) Recommended Promotions

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i) Promotion Programs

Current Promotions That Are To Be Continued:

Coors Light will host all promotions in the Canadian Rockies, however contests are open to all

residents of legal drinking age across Canada. Coors Light ensures the winners an easygoing,

unique weekend with fellow Canadians from coast to coast by providing travel expenses and

accommodations.

Coors Light Maxim Golf Experience

Summary: It is recommended that Coors Light continue to use the Maxim Golf Experience to give

consumers the chance to win a trip to a national golf tournament weekend in the Canadian

Rockies, sponsored by Coors Light and Maxim, with Maxim models acting as caddies.

Who: The Coors Light Maxim Golf Experience is targeted towards a male demographic aged 18 –

24, who enjoy golf, a weekend of fun with Maxim models, and drinking Coors Light.

What: The winners will participate in a national weekend golf tournament, sponsored by Coors

Light and Maxim. Winners will receive roundtrip transportation, a free round of golf, Coors Light

beverages throughout the weekend, and Maxim models posing as their caddies.

When: This promotion will run over a two-month period, through April and May; the tournament

itself will take place during the second week of June.

Where: The Coors Light Maxim Golf Experience is held at an exclusive golf course location in the

Canadian Rockies. Accommodations for the winners will be located close to the golf course.

Why: The focus of the Coors Light Maxim Golf Experience is to reward consumers with a weekend

golf getaway and promote the ‘easy going’ side of the beer; this will also help to increase its brand

awareness among Coors Light’s target market of males aged 18-24.

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How: In each case of Coors Light consumers will find a scratch ballot in which they receive a code

to enter online at www.coorslight.ca, or text the code to Mobile Insider at 92925, for a chance to

attend the Coors Light Maxim Golf Experience. Promotional events will also run at various bars

across the country where ballots will be given out for every Coors Light consumed; a winner will

be drawn at the end of the night to be entered into the final draw for the 100 guests who will be

attending the tournament.

Coors Light Mobile Insider

Summary: It is recommended that Coors Light continue to use the Mobile Insider as a key pillar in

the marketing strategy, collecting consumer demographics and tracking consumer behavior

through mobile usage.49

Who: Mobile Insider is targeted towards males and females aged 18-30 who seek insider

information on upcoming events, concerts, promotions, and music via their mobile devices.

What: An online membership which connects consumers to events, contests and music news

through text messages which offer exclusive discounts, draws for tickets, and entry to Coors Light

sponsored events. There will be an added incentive for members who refer friends to the service.

When: This promotion is run year round with strategic efforts placed around the timelines of

getaway events.

Where: Using the Coors Light website www.coorslight.ca, consumers can click on the Mobile

Insider link where they will be prompted to enter their personal contact information, including

email address and mobile phone number.

Why: The membership is designed to collect demographic and behavioural information on

consumers directly through their mobile devices. Tracking and identifying current consumers, as

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well as those who have signed up for the service, through the personal information required upon

registration, the target market is easily defined.

How: This promotion provides the target market with exclusive access to discounts, ticket draws

and Coors Light sponsored events, as well as added incentives for members, such as draws for

upgraded tickets, and backstage concert passes for referring friends to the service. Reminders will

also be printed on cases for consumers to sign up and become a Mobile Insider.

New Promotions That Are To Be Implemented

Coors Light EXTREME Mystery Mansion

Summary: It is recommended that Coors Light use the EXTREME Mystery Mansion to give

consumers the chance to win a trip for the “ultimate weekend” consisting of intense winter

activities at a secret palatial estate somewhere in the Canadian Rockies, hosted by the Molson

EXTREME Team girls.

Who: The Coors Light EXTREME Mystery Mansion is targeted towards a male demographic aged

18 – 24, who enjoy outdoor adventures, winter activities, and drinking Coors Light.

What: The winners will participate in various winter events and activities run by the Molson

EXTREME Team girls, with accommodations in the Coors Light EXTREME Mystery Mansion.

Location of the palatial estate, events, and activities remain a secret until winners arrive at the

destination. Roundtrip transportation will be provided.

When: This promotion will be run over a two-month period, through December and January; the

event itself will take place during the second week of February.

Where: The Coors Light EXTREME Mystery Mansion weekend is held at a secret palatial estate in

the Canadian Rockies. Accommodations for the winners will be on site at the estate.

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Why: The focus of the Coors Light EXTREME Mystery Mansion is to reward consumers with a

secret, weekend long, outdoor getaway, and promote the adventurous and ‘extreme’ side of the

beer. This will also help to increase its brand awareness among Coors Light’s target market of

males aged 18-24, who are interested in more adventurous outdoor activities.

How: In each case of Coors Light consumers will find a key shaped scratch ballot in which they

receive a code to enter online at www.coorslight.ca, or text the code to Mobile Insider at 92925,

for a chance to attend the Coors Light EXTREME Mystery Mansion. Promotional events will also

run at various bars across the country where keys will be given out for every Coors Light

consumed. The key that opens the mystery box, wins another key shaped scratch ballot with a

code to enter them into the final draw for the 100 guests who will be attending the extreme

mansion getaway.

Coors Light Chateau

Summary: It is recommended that Coors Light use the Chateau getaway to give consumers the

chance to win a trip for the “ultimate weekend” of pampering, consisting of spa treatments and

activities, liaised by male Maxim models in a health and spa resort somewhere in the Canadian

Rockies.

Who: The Coors Light Chateau is targeted towards a female demographic aged 21 – 30, who enjoy

relaxing spa treatments, fine dining, pampering, and drinking Coors Light.

What: The winners will participate in a weekend retreat in the lap of luxury, where they will

enjoy spa services, fine dining, and daily activities liaised by Maxim male models, with

accommodations onsite at the Coors Light Chateau. Location of the palatial estate, events, and

activities remain a secret until winners arrive at the destination. Roundtrip transportation will be

provided.

22

When: This promotion will be run over a two-month period, through August and September; the

event itself will take place during the third week of October.

Where: The Coors Light Châteaux weekend is held at a secret health and spa resort in the

Canadian Rockies. Accommodations for the winners will be on site at the estate.

Why: The focus of the Coors Light Chateau is to reward female consumers with a secret, weekend

long, spa getaway, and promote the more relaxed, “easy drinking’ side of the beer. This will also

help to increase its brand awareness among Coors Light’s secondary target market of females

aged 21-30, who are interested in more relaxed activities.

How: Promotional events will be run at various bars and restaurants across the country who

feature Coors Light, and have a designated “Ladies Night.” Lipstick shaped scratch ballots will be

given for every Coors Light purchased and there will be 100 ballots with a winning code. The

winning codes must be entered on the Coors Light website, www.coorslight.ca, or text the code to

Mobile Insider at 92925, for a chance to attend the Coors Light Chateau getaway.

Cooking with Coors Contest

Summary: It is recommended that Coors Light use the Cooking with Coors contest, to engage

consumers through social media outlets. The contest will be launched through the official

Facebook fan page where contestants upload video recipes using Coors Light beer; winners will

receive a trip to a national Coors Light event of their choice.

Who: There will be a strong emphasis placed on the female target market, those aged 21-30

during this campaign, however it is also open to our male market.

What: Members of the Coors Light Facebook page, can enter the contest by uploading a unique

and creative video of a recipe featuring Coors Light beer. Other Facebook group members will vote

on which recipe tutorial they like best, and the winner will be given a chance to choose the

23

national getaway experience of their choice (Coors Light Maxim Golf Experience, Coors Light

EXTREME Mystery Mansion, or the Coors Light Chateau). The top 10 recipe winners, will be based

off consumer online voting, and will have their recipes showcased in the Cooking with Coors

inserts to be distributed in cases of Coors Light.

Where: Coors Light Facebook page open to all residents across Canada of legal drinking age.

When: Contestants can start posting their video recipes online April 1, the closing date will be

May 1. Voting takes place May 1 to June 1 online, by Facebook fans. Winners will be announced

June 15, and the winning recipes will be printed and distributed inside cases of Coors Light

starting July 15.

Why: This promotion is intended to increase brand awareness among the female target market,

women aged 21-30 through creative cooking ideas, and reach the male target market of 18-24

year olds who are already members of the fan page. Friends of contestants’ who join the Coors

Light fan page, provide feedback on the contest, and increases the number of fans. This gives Coors

Light access to the demographic and geographic information, of new and potential consumers.

How: In order to upload a video tutorial and recipe, contestants must become a Facebook user,

and join the Coors Light fan page. Once the recipe is loaded onto the fan page, other fans and

members may vote on which recipe they like best. This will encourage other friends of the

contestants to join the Coors Light fan page, and provide feedback on the contest, as well as

increase the number of fans. This gives Coors Light access to the demographic and geographic

information, of new and potential consumers.

ii) Budget

Promotional BudgetPromotions Dollar Amount Percentages of Budget


$920,100 30.67%


$919,800 30.66%

24

Mobile Insider $90,000 3%Coors Light Chateau $920,100 30.67%Cooking with Coors $150,000 5%

Total Expenses $3,000,000 100%

b) Promotional Vehicles Considered and Rejected

1. Sports Sponsorships

This promotional vehicle would be too expensive to undertake and would not

allow ample budget for the other proposed promotions.

Sports is not part of the brand image of Coors Light, therefore the demographic

attracted may not coincide with the target markets and current promotional

events.

The sports sponsorship industry is too big of a risk financially as other

competing beer brands own title sponsorship to all major sporting events.

2. Snowboarding Adventure through the Rockies

This promotional vehicle was very similar to the extreme weekend but did not

stretch as far in terms of activities.

While capturing the target of 18-24 year old males who enjoy snowboarding,

this promotion would not be suited for the new female target market.

This promotional activity can be incorporated into the weekend getaways for

both males and female who wish to participate.

7. Explanation for how the promotion plan will meet the brands promotional objectives

(this is the rational for your plan)

Objective 1: To attract non-users and create brand awareness among 70% of the male target

market through interactive experiences in a 12-month period.

Coors Light Maxim Golf Tournament

The golf tournament will attract non-users within our male target market age

range (18-24) who are interested in participating in a weekend golf getaway in 25

the Canadian Rockies featuring Maxim models as caddies.

Promotions featuring Maxim models and Coors Light will run at various bars

across the country.

Activities such as a mini-put into a Coors Light can, and bobbing for silver Coors

Light golf balls, will introduce non-users not only the brand, but also, to the

image of Coors Light, and highlight the excitement and magnitude of the event.

Maxim model caddies will be on hand throughout the tournament with Coors

Light products and promotional merchandise for the winners during their stay

in the Canadian Rockies.


The EXTREME Mystery Mansion will attract non-users within our male target

market age range (18-24) who enjoy outdoor adventures, winter activities, and

are interested in participating in a secret weekend getaway in the Canadian

Rockies featuring the Molson EXTREME Team girls.

Promotions featuring the Molson EXTREME Team activities will run at various

bars across the country.

Activities such as timed contests for putting on complete winter gear (snowsuit,

boots, goggles, hats, mittens, etc), and “Find the Silver Key,” where contestants

win their key to the event by searching though a bin of ice and beer while

blindfolded, will introduce non-users to the image of Coors Light, and highlight

the extreme activities at the event.

The Molson EXTREME Team will be on hand throughout the weekend to

facilitate the contests and events on site, and provide Coors Light products and

promotional merchandise for the winners during their stay.

Objective 2: To increase brand awareness by 90% among a new target market of females

aged 21-30, seeking a refreshing tasting light beer, while retaining current target market of

18 – 24 year old males.

26

Coors Light Chateau

The Chateau event will attract non-users within our female target market aged

21-30, who are interested in a relaxing weekend of spa treatments, fine dining,

and pampering at a health and spa resort in the Canadian Rockies featuring

Maxim male models as personal attendants.

Promotions featuring Maxim male models and Coors Light will run at various

bars and restaurants across the country, which have a designated “Ladies Night.”

Activities will include a timed “Ready, Set, Spa” contest where contestants will

have to put on slippers, a robe, hair towel, gel eye mask and lipstick while

blindfolded, and “Find the Silver Lipstick,” where contestants sift through a

makeup bag full of closed lipsticks and they must find the silver coloured one for

their key.

These activities will introduce female non-users to not only the brand, but also,

the image of Coors Light, and highlight the fun and relaxing tone of the event.

Maxim male model attendants will be on hand throughout the weekend with

Coors Light products and promotional merchandise for the winners during their

stay in the Canadian Rockies.

Meals cooked at this event will feature Coors Light in the ingredients to tie the

demographic to the Cooking with Coors Contest.

This event will not include the male target market, however there are two events

more specifically tailored to their interests and age.

Cooking with Coors

Cooking with Coors is an online contest run through Facebook, which is a social

media site with a large male and female demographic.

The contest will attract the female demographic through its focus on cooking, as

many women are looking for new recipes and may be intrigued about what they

are able to cook with beer.

27

This contest will also engage the male target market, many of which already

belong to the Facebook fan page, as they may have more experience cooking

with beer.

To be part of the contest both males and females must first become a member of

Facebook, and the Coors Light fan page; they may then enter by uploading a

video tutorial of their recipe.

In order to win, a contestant must have the most votes for their recipe; this will

entice both the male and female target markets to enlist the help of their friends.

Friends must also join the Coors Light fan page in order to cast a vote, which will

increase brand awareness between both target markets using social media.

The winner receives an all inclusive weekend getaway to the national event of

their choice.

Objective 3: Engage the mobile community and increase membership of the Mobile Insider

by 5% among current brand users.

Coors Light Mobile Insider

The membership is designed to collect demographic and behavioural

information on consumers directly through their mobile phones.

This clearly defines the target market and gives Coors Light the opportunity to

promote events in areas of high mobile usage.

The users who subscribe are given exclusive access to discounts, ticket draws,

and Coors Light sponsored events.

Member incentives such as draws for upgraded tickets, and backstage concert

passes for referring friends to the service; friend referral is the most effective

way to engage non-users and increase member subscription to the Coors Light

Mobile Insider.

Printing reminders on beer cases for consumers to sign up and become a Coors

Light Mobile Insider will hit the demographic who may not have a friend

28

involved with the Coors Light Mobile Insider.

8. Methods to be used to evaluate the promotions

To ensure the accuracy of the promotion plan it is recommended that a third party

research group be used to gather data pertaining to the consumer awareness of both

males and females before and after the 12 month period.

1. To attract non-users and create brand awareness among 70% of the male target

market through interactive experiences in a 12-month period.

For both the Coors Light Maxim Golf Experience and the Coors Light EXTREME

Mystery Mansion, tracking can be done through the ballots entered online. If the

contestants’ information is not in the Coors Light database, it is safe to assume

they are new to the brand and contests. Comparing data from events in the

previous years will show the increase in brand awareness attributed to

interactive events.

When signing up for mobile insider a short survey will be asked with questions

regarding the new members brand awareness. This will allow Coors to track the

growing brand awareness from Mobile insider.

2. To increase brand awareness by 90% among a new target market of females aged

21-30, seeking a refreshing tasting light beer, while retaining current target market

of 18 – 24 year old males.

For the Coors Light Chateau, tracking can be done through the ballots entered

online. If the contestants’ information is not in the Coors Light database, it is safe

to assume they are new to the brand and contests. The database can filter out

the female ballots received from events in the previous years to show the

increase in brand awareness attributed to an event tailored specifically to

29

Amisheal, 08/03/10,

Consumer Research before and after, to gauge effectiveness of promotions

women.

To ensure the original target market of males is not affected, the results from the

ballots entered for the Coors Light Maxim Golf Experience and the Coors Light

EXTREME Mystery Mansion would be compared to events from the previous

years.

The effectiveness of the Cooking with Coors Contest will be measured through

the increase in membership of the Facebook fan page throughout the contest.

The demographic information of new members can easily be tracked, and sorted

to show increase in awareness among each target market.

Mobile Insider members will be monitored through a database; through the

registration questionnaire females new to the brand will be easily recognized

and tracked.

3. Engage the mobile community and increase membership of the Mobile Insider by 5%

among current brand users.

The effectiveness of this can be measured through comparative data of how

many subscribers sign up online compared to previous years.

This data can be tracked quarterly so as to see the effectiveness of each

promotional campaign surrounding interactive events throughout the year.

Demographics of memberships will be monitored and used to create a database

to measure effectiveness and will be used for future promotions.

9. Summary of Recommendations and costs for each promotional element


Item: CostScratch ballots Printing

30

$375,000 (To include 3 million scratch ballots, and promotional posters advertising the events at bars)

Cost for mobile Insider Set up

$5,500(A salary increase for the amount of work added with the influx of new members, and the redesign featuring the golf tournament as a central point)

Bar promotions Staffing for 400 bar visits with 3 Maxim caddies each

$50 x 3= $150$150 x 400 = $60,000

Mini Golf Green = $10,000 (Each province gets a

few greens) Coors Light Promo Cans = $3,000 Silver Golf Balls = $3,500 Bucket for bobbing = $8,000 Giveaway prizes = $4,000

(Based on all provinces, items will be split between which province has the most bars to attend, and multiple office storage locations for the promotional items.)

Staffing: $150 x 100 = $15,000 (Only for Maxim caddies, Coors Light staff members will be from the office location nearest the golf course; they are not paid extra for working the event, as per contract)

Transportation Flights and Ground Transfer for 100 Guests

$1,500 x 100 = $150,000(Transportation is arranged for each guest to get to their airport and then to the tournament location)

Accommodations for 100 guests, 100 Maxim caddies and 10 Staff Management (from Coors Light office)

Guest Rooms

$685 x 110 = $75,350

31

18 Holes of Golf and Cart Rental

$100,000(Full rental of course, no other golfers allowed )

Club Rental (available for all attendants if needed)

$100 x 200 = $20,000

Food

$50 x 210ppl = $15,750

Beverage

$75 x 200 = $15,000

Coors Light Welcome Dinner and Awards Dinner

$250 x 200 = $50,000 (This is for both food and entertainment for both nights, including a DJ and full lighting equipment.)

Prizes: Top 3 golfers win $2000 each

$6,000

Coors Light Promotional Merchandise

$40 x 100 = $4,000

TOTAL Expenditures for the Coors Light Maxim Golf Experience

= $920,100 (or 30.67% of $3,000,000)

Mobile Insider

Item: CostMaintaining and Updating Site(This will include developing and monitoring

Staffing $30,000 x 3 = $90,000

32

the database, sorting new members, and grouping by demographics.)TOTAL Expenditures for the Mobile Insider

= $90,000 (or 3% of $3,000,000)


Item: CostScratch Ballots $375,000

(To include 3 million scratch ballots, and promotional posters advertising the events at bars)


$2,500(A salary increase for the amount of work added with the influx of new members, and the redesign featuring the EXTREME Mansion as a central point)

Bar promotions Staffing for 400 bar visits with 3 Molson EXTREME Team girls each

$50 x 3 = $150$150 x 400 = $60,000

Keys Silver Plastic Keys = $3,500 Coors Light beer tubs = $8,000 Mystery Box = $1,500

Winter Gear Contest Multiple sets of full winter gear

= $10,500 (Based on all provinces, items will be split between which province has the most bars to attend, and multiple office storage locations for the promotional items. Winter gear items include full snowsuits, boots, hats, mittens, goggles, etc.)

Staffing: $150 x 10= $15,000 (Only for EXTREME Team, Coors Light staff members will be from the office location

33

nearest the mansion; they are not paid extra for working the event, as per contract)


$1,500 x 100 = $150,000(Transportation is arranged for each guest to get to their airport and then to the mansion location)

Accommodations for 100 guests, 100 EXTREME Team girls and 10 Staff Management (from Coors Light office)

Mansion Rental for 3 days/2 nights

$70,000

Reservation of 1 small ski hill

$68,250(Rental of a ski hill for tobogganing and snowshoeing.)

Equipment Rental (available for all attendants, includes tubes, snowshoes, etc.)

$147 x 100 = $14,700

Food

$50 x 210ppl = $15,750

Beverage

$75 x 200 = $15,000

Coors Light Welcome Dinner and Farewell Dinner


Welcome Coors Light Gift Pack

$50 x $100 = $5,000

TOTAL Expenditures for the Coors Light = $919,800 (or 30.66% of $3,000,000)

34

EXTREME Mystery Mansion

Coors Light Chateau

Item: CostScratch Ballots $375,000

(To include 3 million scratch ballots, and promotional posters advertising the events at bars)


$2,500(A salary increase for the amount of work added with the influx of new members, and the redesign featuring the Chateau as a central point)

Bar Promotions Staffing for 400 bar visits with 3 Maxim male models each

$50 x 3 = $150$150 x 400 = $60,000

Lipstick Search Silver Lipstick Tubes = $1,000 Regular Lipstick Tubes = $2,500 Make-up Cases = $1,500

“Ready, Set, Spa” Contest Multiple sets spa accessories

= $18,500 (Based on all provinces, items will be split between which province has the most bars to attend, and multiple office storage locations for the promotional items. Spa accessories include silk pajamas, plush robes, slippers, gel eye mask, hair towel, etc.)

Staffing $150 x 10= $15,000 (Only for Maxim male models, Coors Light staff members will be from the office location nearest the Chateau; they are not paid extra for working the event, as per contract)

35


$1,500 x 100 = $150,000(Transportation is arranged for each guest to get to their airport and then to the Chateau location)

Accommodations for 100 guests, 100 Maxim male models and 10 Staff Management (from Coors Light office)

Chateau Rental for 3 days/2 nights

$78,000

Spa Services and Access to Health Facilities (Available for all attendants, includes spa treatments, hot springs, yoga classes, etc.)

$832.50 x 100 = $83,250

Food

$50 x 210ppl = $15,750

Beverage

$75 x 200 = $15,000

Coors Light Welcome Dinner and Farewell Brunch


Welcome Coors Light Gift Pack

$50 x $100 = $5,000 TOTAL Expenditures for the Coors Light Chateau

= $920,100 (or 30.67% of $3,000,000)

Cooking with Coors

Item: Cost

36

Printing Recipe Cards for Cases

$85,000(Approximately 750,000 recipe cards will be printed and distributed in select marked cases of Coors Light.)

Updating and Maintaining Facebook Site Staff Position

$60,000Prizing Cost of getaway

$5,000(This is an approximation and a maximum amount for the chosen destination getaway.)

TOTAL Expenditures for the Cooking with Coors

= $150,000 (or 5% of $3,000,000)

37

10. Exhibits

a) Rough Artwork

Coors Light Maxim Golf Experience Poster

38

Coors Light EXTREME Mystery Mansion Poster

Coors Light EXTREME Mystery Mansion Scratch Ballot

Coors Light Chateau Scratch Ballot39

Cooking with Coors Facebook Fan Page

Endnotes

40

1 http://www.mythum.com/mobile-marketing-agency/press/case_study. Accessed: July 14.20102 Historic C$ mn Current Prices. Euromonitor. Accessed: July 7, 2010.32 Market Sizes.Beer.Canada. Euromonitor. Accessed: July 7, 2010.4 Brand Shares Euromonitor. Accessed: July 7, 2010.5 New Coors Light Packaging Reinforces Brand Position as “The Worlds Most Refreshing Beers”. July 14, 2009. Xanga. Accessed: July 7, 2010.6 Brand Pricing – Coors Light”. Thebeerstore.com. Accessed: July 12, 2010.7 Brand Pricing, Thebeerstore.com Accessed: July 12, 2010.8 http://www.cbc.ca/consumer/story/2009/08/18/billboard-ad-coors-light-british-columbia-toronto.html. Accessed: July 8, 2010.9 Ryan, Frances. 2010. "Recycling goes viral as Coors Light launches groundbreaking initiative." Caribbean Business 38, no. 18: 8. Business Source Complete, EBSCOhost. Accessed: July 13, 2010.10 http://www.molsoncoors.com/newsroom. Accessed: July 13, 2010.11 Brand Shares Euromonitor. Accessed: July 7, 2010.12 “Corona Beer Product”. Nextag.com. Accessed July 12, 2010.13 “Corona”. Corona.com. Accessed: July 12, 2010.14 “Brand Pricing - Corona”. Thebeerstore.com. Accessed: July 12, 2010.15 “Corona beer ventures beyond the beach in its new advertising campaign”. Chicagobusiness.com. Accessed: July 12, 2010.16 “Corona Tweaks Advertising, Ups Media Spend to $25M”. Findarticles.com. Accessed: July 12, 2010.17 “Corona Advertising”. Iml.jou.ufl.edu. Accessed: July 12, 2010.18 http://www.Corona.ca Accessed: July 12, 2010.19 Brand Shares Euromonitor. Accessed: July 7, 2010.20 Brand Pricing - Budlight. Thebeerstore.com. Accessed: July 12, 2010.21 http://adage.com/mediaworks/article?article_id=137984. Accessed July 9, 2010.22 http://www.budlight.ca/sponsorships.php. Accessed: July 10, 2010.23 Brand Shares Euromonitor. Accessed: July 7, 2010.24 http://beeradvocate.com/beer/profile/433/1312. Accessed: July 11, 2010.25 http://www.molsoncanadian.ca. Accessed: July 7, 2010.26 http://www.thebeerstore.ca/Beers/pricelist.asp?str=&id=0651&brandname=CANADIAN. Accessed: July 14, 2010.27 2007. "COMPANY SPOTLIGHT: MOLSON COORS." MarketWatch: Drinks 6, no. 5: 22-27. Business Source Complete, EBSCOhost Accessed: July 13, 2010.28 http://www.molsoncanadian.ca. Accessed: July 8, 2010.29 http://www.molsoncoorscanada.com/en/Lifestyle.aspx. Accessed: July 12, 2010.30 http://www.molsoncoorscanada.com. Accessed: July 7, 201031 New Coors Light Packaging Reinforces Brand Position as “The Worlds Most Refreshing Beers”. July 14, 2009. Xanga. Accessed: July 7, 2010.32http://www.portal.euromonitor.com.library.sheridanc.on.ca/Portal/ResultsList.aspx. Accessed: July 8, 2010.33 http://www.mythum.com/mobile-marketing-agency/press/case_study34 http://www.echeat.com/essay.php?t=29417. Accessed: July 13, 2010.35 ROSS, MAROWITS. n.d. "Molson Coors seen as possible bidder for Australia's Foster's beer company." Canadian Press, TheCanadian Reference Centre, EBSCOhost. Accessed: July 12, 2010.36 JAKE, COYLE. n.d. "Care for a Coors? Product placement makes inroads on Broadway stage." Canadian Press, TheCanadian Reference Centre, EBSCOhost. Accessed: July 12, 2010.37 n.d. "Molson, SABMiller joint venture approved." Toronto Star (Canada), n.d. Canadian Reference Centre, EBSCOhost. Accessed :July 12, 2010.38 finance46, molson coors brewing 200710K. Slideshare.net. Accessed :July 12, 2010.39 ROSS, MAROWITS. n.d. "Molson Coors looks to exploit Olympics to kick start Canadian beer brands." Canadian Press, TheCanadian Reference Centre, EBSCOhost. Accessed: July 12, 2010.

40 Mullman, Jeremy. 2010. "Americans downing less beer, sparking brawl among brewers." Advertising Age 81, no. 2'2: 1-21. Business Source Complete, EBSCOhost. Accessed: July 12, 2010.

41 “Coors Light, chillin’”. Brandchannel.com. (accessed July 12, 2010).42 New Coors Light Packaging Reinforces Brand Position as “The Worlds Most Refreshing Beers”. July 14, 2009. Xanga. Accessed: July 7, 2010.43 http://www.mythum.com/mobile-marketing-agency/press/case_study. Accessed: July 14.201044 http://www.mythum.com/mobile-marketing-agency/press/case_study. Accessed: July 14, 201045 “Coors Light, chillin’”. Brandchannel.com. (accessed July 12, 2010).46 New Coors Light Packaging Reinforces Brand Position as “The Worlds Most Refreshing Beers”. July 14, 2009. Xanga. Accessed: July 7, 2010.47 http://www.mythum.com/mobile-marketing-agency/press/case_study. Accessed: July 14, 201048 http://ca.askmen.com/sports/foodcourt/45_eating_well.html . Accessed July 20, 201049 http://www.mythum.com/mobile-marketing-agency/press/case_study. Accessed: July 14, 2010

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