Lesson learned

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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."
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