2. In this presentation… -Coors Light Company History -The “Colder Than…” Contest -Examples -Benefits -Utilizing New Media -Controversy -Effectiveness -Resources
10. “What we’ve told customers is we’re sorry and apologetic if we’ve offended anyone.” -Adam Moffatt, Marketing Manager of Coors Light
11. “Colder than…” ContestEffectiveness Revenue and Sales Increased during June 15 – August 30 2009, the time in which the contest was held. Revenue June 2008:$79.4 Million Revenue June 2009:$187.3 Million 136.3 % INCREASE
12. RESOURCES Martin, Russ. (2009) Coors Light Gets Cold With Consumers. Retrieved September 17, 2009, from Marketing Magazine Website. Website:http://www.marketingmag.ca/english/creative/featuredcampaign/article.jsp?content=20090708_170347_8360 Molson Coors Reports Higher Second Quarter 2009 Income (2009). Retrieved September 22, 2009, from iStock Analyst Website. Website: http://www.istockanalyst.com/article/viewistocknews/articleid/3387772 Fong, Petti. (2009) B.C.’s billboard pokes fun at Toronto. Retrieved September 22, 2009, from The Star. Website: http://www.thestar.com/news/canada/article/682420