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.
"It's been kind of neglected over the years," said Nancy Mammorella, brand manager. Coors "Light is such a hot brand and we have been getting into seasonal products and microbrews, that we haven't supported Coors."
The budget won't be big, but the creative impact might: The centerpiece of the mostly b&w TV spot is a poem, recited to a long shot of a man and his dog playing in the snowy 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.