• by Emily Burg , April 9, 2007

Coors Brewing Company plans to shift its marketing strategy, sharpening its focus on the African American and U.S. Hispanic populations, which it sees as being increasingly important for its beer sales.

The move comes three weeks after the company announced its 2007 advertising campaigns for Coors Light, Keystone Light, Coors (The Banquet Beer), Molson Canadian and Killian's Irish Red, which featured creative work from DraftFCB-Chicago, Taxi New York and Avenue A|Razorfish.

Acknowledging that, combined, the African American and Hispanic populations make up one third of the U.S. population and that 21% of all U.S. males are Hispanic, the company sees a ripe opportunity to mold the brand identity of its Coors Light brand in a way that will most compel the ethnic consumer to identify with it, and then to purchase it.

"We tailor how we communicate that message to ensure it builds the personality of the brand and connects emotionally with multicultural consumers," Mauricio Cardenas, chief officer, Latin America and U.S. multicultural markets, said in a statement. Cardenas assumed the role of chief officer, U.S. multicultural markets, as part of the strategic marketing reorganization.

The company declined comment on how much of the Hispanic and African American market share it currently claims or hopes to capture.

Coors is working with Bromley Communications on the Hispanic piece, which will be an integrated, bilingual campaign featuring the tagline "Refresca Tu Mundo," an interpretation of the general market brand tagline, "The World's Most Refreshing Beer," which was introduced last month in conjunction with a targeted online campaign that reminds adult consumers to "Catch the 4:53 to Happy Hour."

The Hispanic campaign will include TV, radio, out-of-home, event marketing, retail promotions and point-of-sale programs. TV spots will focus on young Latino male consumers' passion for American football. They also will highlight Coors Light's new product initiatives, which include the Cold Activated Bottle and the Frost Brew Liner.

The African American marketing and retail promotions are being handled by Street Source Agency, a division of The Integer Group, and will feature street-level marketing, radio, out-of-home and print ads in key markets.

Coors spokesperson Kimberly DeVigil says that many of the multicultural marketing initiatives will roll out this month, though Coors implements its marketing programs throughout the year.