Original Coors, the flagship brand for the No. 3 beer marketer, has returned to TV in 30 markets across the country in a bid to recapture some of its former glamour. The brand, whose sales have been overtaken internally by Coors Light, is being supported with a funky new TV spot from Foote, Cone & Belding, San Francisco.
Coors "Light is such a hot brand and we have been getting into seasonal products and microbrews, that we haven't supported Coors," said Nancy Mammorella, brand manager.
The budget won't be big, but the creative impact might: The centerpiece is a poem, recited to a long shot of a man and his dog playing in the mountains outside Boulder, Colo. The 60-second spot is accompanied by new radio and print ads and a redesigned yellow can.
Coors remains the No. 12 beer brand, with sales last year of 2.6 million barrels, according to Impact Databank, New York. But that was down 10.3% from '92.
Coors said the new campaign positions the beer as a mainstream brand and said it doesn't plan to follow the pattern set by Miller Brewing Co. That brewer's former flagship, Miller High Life, has been turned into a subpremium brand.
"We are committed to growing the brand in our core markets," Ms. Mammorella said. "There is a tremendous market for growth there"-particularly with the No. 1 brand, Anheuser-Busch's Budweiser, losing share. Ms. Mammorella said Coors is targeting defecting Bud drinkers.