Molson Coors (UK/Ireland) and Landor Associates re-design Coors Light brand
18 April, 2011
Molson Coors and Landor Associates today launch exciting new designs for Coors Light packaging.
Coors Light, one of the largest light beers in the world, seeks to build on its heritage, reinforcing the core Rocky Mountain cold refreshment brand message. The simplified design, launching in the UK, promotes the brand’s position as a Premium Light Tasting Beer, whilst managing consumer understanding that ‘light’ references taste and not alcohol by volume (ABV) content.
Coors Light UK Brand Director, Ali Pickering, commented, “Our drinkers are already demonstrating just how much they love the ice cold, light tasting refreshment that only a Coors Light can deliver; and the brand delivered volume and value growth in 2010.
The new designs we have created with Landor are an exciting new step forward for the brand that create new opportunities for us to build awareness and trial with shoppers and drinkers.”
Richard Taylor, client director, Landor Associates, added, “Landor’s lengthy experience with the Coors Light brand in the US has enabled us to get under the skin of the beer and its drinkers. Coors Light is strongly associated with the American Rocky Mountains and we sought to amplify that association and its invigorating qualities across the brand’s consumer touch-‐points. The resulting design highlights elements that are core to the brand and reinforces the core Rocky Mountain cold refreshment brand message.”
Coors Light, now brewed in the UK for British consumers, has been refreshing America’s beer drinkers since 1978, and all over the world celebrates the upbeat, sociable spirit of Colorado’s Rocky Mountains – the worldwide home of Coors Light.About Molson Coors Brewing Company
Molson Coors Brewing Company is a leading global brewer delivering extraordinary brands that delight the world’s beer drinkers. It brews, markets and sells a portfolio of leading premium brands such as Coors Light, Molson Canadian, Carling, Blue Moon, and Keystone Light across North America, Europe and Asia. It operates in Canada through Molson Coors Canada; in the U.S. through MillerCoors; and in the U.K. and Ireland through Molson Coors (UK). For more information on Molson Coors Brewing Company and our portfolio of brands, visit the company's website, www.molsoncoors.com
In the UK, Molson Coors has over 2,000 employees and breweries in Burton on Trent, Alton and Tadcaster. It has a market share of over 20% of the UK beer market. Our portfolio includes Carling, the UK's best selling lager for three decades, Coors Light, Grolsch, Worthington's, Caffrey's, Cobra, Singha and a range of speciality beers.