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GOLDEN, Colo. -- To tap the fast-growing African-American and Hispanic consumers, Coors Brewing Co. is rolling out its 2007 multicultural marketing strategy, building on the position of Coors Light as a cold and refreshing beer from the Rocky Mountains.
As part of the shift, Mauricio Cardenas, chief officer for Latin America and U.S. multicultural markets, will expand his role and oversee the company's efforts in the area. Cardenas will report to Frits van Paaasschen, Coors president and CEO.
"The African-American and Hispanic markets together make up nearly one-third of the population in the U.S., and 21 percent of all U.S. males ages 21 to 34 are Hispanic," Cardenas said. "While Coors Light's cold refreshment is the same for any consumer, we tailor how we communicate that message to ensure it builds the personality of the brand and connects emotionally with multicultural consumers."
The 2007 African-American focused campaign will feature street-level marketing, radio out-of-home and print ads in key markets.
Bilingual Hispanic consumers will see an integrated marketing campaign including TV, radio, out-of-home, event marketing, retail promotions and point-of-sale programs. Spanish language advertising will feature the slogan "Refresca Tu Mundo" (Refreshes your World), which reflects the brand's general tagline, "The World's Most Refreshing Beer."
Hispanic TV spots will air in 2007 that convey the cold refreshment of Coors Light and feature the company's packaging initiatives, including a Cold Activated Bottle and the Frost Brew Liner. Advertising themes will target the young adult male consumer and the demographic's interest in American football.