All Jokes Aside, Coors Is Taking Off
The success started for Coors after ditching its "Rock on" approach in 2004, the effort that starred the beloved (by some) Coors Twins. That approach may have generated a lot of talk, but it didn't move sales. With the company's marketing now focusing on its brewing process and making ample use of the word "cold," its sales are outpacing its still-larger rivals, Anheuser-Busch and Miller Brewing.
Says one veteran Coors ad executive, "There was a collective decision that it was time to start selling beer again as opposed to lifestyles and jokes."