The investment will “build on the success of the ‘Keep it Fresh’ campaign”, and the re-brand will “underline the brand’s mountain cold, refreshing taste and will be supported by new packaging and point-of-sale material to help retailers drive sales”.
Sophie Jamieson, marketing controller for the Coors family of brands at Molson Coors, said: “Coors has skyrocketed in popularity in recent years, becoming the leader of the premium 4% beer category, known for being a great tasting beer that always delivers on refreshment.
“Our testing has shown that consumers love the new branding, finding it more distinctive and appealing, and by changing to simply ‘Coors’ we can build further momentum in the premium 4% beer category, while continuing to champion our refreshing great taste which is a clear point of difference for consumers.
“It also gives us the opportunity to introduce some incredibly exciting new products from the Coors family, starting with Coors Original later in the year.”
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