Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Lesson learned

Published on .

Coors Light's seemingly endless harping on coldness in its marketing bored many-even its distributors-but single-mindedly sticking with the message seems to have paid off. Shipments rose 3% over the summer and the brand appears to be stealing market share from rivals. "For all the times you see a great idea or concept not sell any beer," said Phoenix distributor Joe Cotroneo, "maybe that says something about what does."
Most Popular
In this article: