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The '20% Insight' Factor That Drives Coors Marketing

'Cold Activated' Campaign Pivots on Consumer Insight Competitors Missed

By Published on .

NEW YORK (AdAge.com) -- Coors Light has enjoyed 14 consecutive quarters of sales growth but back in 2003 that brand was tanking. What turned it around so dramatically? On the surface it appeared to be a simple new marketing strategy focused on the refreshing nature of cold beer. But what really drove the success was a disciplined approach to the management of creative ideas and insights inside the company.

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