FCB CHICAGO / 76

COORS LIGHT CLIMB ONTHE ARF DAVID OLGILVY AWARDS –2017 GOLD MEDAL WINNERINNOVATIVE USE OF DATA AND TARGETING – NEW AUDIENCES

COORS LIGHT TIMELINE

Early 2012 Mid 2013

78

Drinker Penetration

Sales Volume

#2 beer in America

Year

1 2 3 4 5 6 7

THREE ISSUES:• Undifferentiated brand

• No emotional resonance

• Too narrowly focused

79

BEERTHE HISTORY OF

MARKETING

80

WOMEN ARE AN AUDIENCE WE CAN NO LONGER IGNORE.

81

WE’RE FEELING WOMEN’S IMPACT IN THE CATEGORY.

WOMEN REPRESENT A SUBSTANTIAL

CONSUMPTION VOLUMEWomen represent a larger

segment thanHispanics and similar to

Millennials

Source: iTAB FY 2015, % of Servings

25.0%WOMEN

25.9%MILLENNIALS

14.9%HISPANICS

SHARE OF SERVINGSFebruary 2013 – January 2014

Source: BTS Gender Volume Trends FY 2011-2015

WOMEN’S DRINKING BEHAVIORS ARE INFLUENCING CATEGORY TRENDS

-300% -100% 100% 300%

ImportsCraft

Super PremiumFMB-Cider

Premium RegularPremium Light

Economy

Women Men

WOMEN CONSUME 17 BILLION SERVINGS OF BEER EACH YEAR

Women drink more beer than any other alcohol

Source: iTAB & Industry Volume FY 2015 (Women)

CONSUMPTION BY WOMEN EACH YEAR

17.0BBEER

15.1BSPIRITS

13.2BWINE

0.3BCIDER

82

WE BEGAN OURWORK BY IMMERSING OURSELVES INTHE CATEGORY AND GETTING TO KNOW WOMEN.

9Consum

er Outings

12Skype

Interviews

33 Books, 40

Blogs & 100s of articles

15Consum

er Journals

4Expert

Interviews

20+Stakeholder Interviews

83

We spent a year with women.WE LEARNED SOME AMAZING THINGS AND UNCOVERED CLEAR OPPORTUNITIES.

84

THE QUALITIES WOMEN LOOK FOR IN BRANDS ARE SIMILAR TO WHAT EVERYONE WANTS FROM BRANDS.

85

BRAND PUR·POSE:/brand 'pərpəs/ noun

1. The meaningful role a brand plays in people’s lives.

2. An emotional promise, tied to product intrinsics, that connects to people with credibility and distinction.

3. A consistent way of being fora brand that drives everything the brand says and does.

1A DISTINCT POINT-OF-VIEW 2SHOWCASE VALUES

3ACT HUMAN 4INSPIRE

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87

IMPACT

Branded Ad Awareness Back to Growth

Refreshing

Take to a Party

Brand Perceptions

88

KEYS TO SUCCESS:• Act strategically

• Challenge status quo

• Think men and women, not men or women

89

THANK YOU