Fall

08

Promotional Plan

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2
Executive Summary

Naturally brewed with no added preservatives in Golden, Colorado, the heart of the
Rockies, Coors Light is the eighth leading beer brand in the world. As Molson
Coors’ largest brand, the new parent company after the 2005 merger, Coors Light
has established itself as the biggest selling brand in both the US and Canada.

The merger, however, left the company heavily indebted and with limited capital
suffered a loss of partnering and sponsorship for major sporting events. Coors
Light has worked extremely hard to maintain the positioning as ‘The Worlds Most
Refreshing Beer” withstanding the susceptibility the brand faces with only a single
brewing site and third party distributors.

This promotion plan includes the following objectives for the upcoming year:
• To attract non-users and create brand awareness among 90% of females
aged 21-30 seeking a refreshing tasting light beer,
• To retain the 18-24 year old male target currently held by Coors Light.
• To engage the mobile community through the use of Mobile Insider,
connecting the brand to consumers.1

The objectives should be met through various promotional activities tied closely to
the company’s long-standing brand image, and mobile promotions to increase
accuracy in reaching target markets.

Over the next 12 months it is recommended that Coors Light continue to use the
Maxim Golf Experience to maintain the current target market. The brand will
increase awareness among the female target by promoting the Coors Château
getaway at bars across Canada, awarding 100 women a relaxing weekend
getaway. This will tie in to the Cooking with Coors social media contest through the
companies Facebook Fan page. Cooking with Coors will ask consumers to upload

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videos of themselves cooking with Coors Light, and vote on their favorites. The
recipe with the most votes will allow the winner access to their choice of Coors
Light promotions. Top recipes will be made for the winners of the Coors Chateau
getaway.

The Coors Light EXTREME Mystery Mansion is an extension of the previous Mystery
Mansion with a twist – extreme activities ranging from mountain tubing, polar bear
dipping and snowshoeing. Entering the contest requires membership to Mobile
Insider, connecting consumers to concerts, bar promotions, and events hosted by
Molson Coors through text messaging to mobile device. This will engage the
mobile community and achieve a 5% increase among current brand users.
Through this mixture of promotions Coors Light will achieve increased brand
presence as a “Refreshing tasting light beer, brewed in the heart of the Rockies,”
as well as capture awareness and membership of the female target market.

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Table of Contents
1) Situation Analysis
a) Canadian Market
i. Annual Retail Sales

ii. Market Shares for Key Brands

a) Analysis of Brand and Competitors:
Coors Light
Corona
Bud Light
Canadian

1) SWOT Analysis

a) Brand Strengths

b) Brand Weaknesses

c) Market Opportunities

d) Market Threats

1) Current Target Market, Positioning, Promotion Objectives, and Strategies

a) Current Target Market

b) Current Positioning

c) Current Promotional Objectives

d) Current Promotion Strategies

5
4) Proposed Target Market, Positioning, Promotion Objectives and Strategies
15
a) Proposed Target Market
15
b) Proposed Positioning 15
c) Proposed Promotional Objectives
16
d) Proposed Promotion Strategies
16

5) Creative Objectives and Strategies

17
a) Creative Objective
17
b) Key Consumer Benefits
17
c) Support for Consumer Benefits
17
d) Personality 18

6) Promotion Recommendations
18
a) Recommended Promotions
i.Promotion Programs
18
ii.Budget 24
b) Promotional Vehicles Considered and Rejected
24

7) Explanation for how the promotion plan will meet the brands promotional
objectives 25
Objective 1
25
Objective 2 26
Objective 3 27

8) Methods to be used to evaluate the promotions

28

9) Summary of Recommendations and costs for each promotional element

30
Coors Light Maxim Golf Experience
30
Mobile Insider
32
Coors Light EXTREME Mystery Mansion 32
Coors Light Chateau
34
Cooking with Coors 36

6
10)Exhibits 37
a. Rough art for each promotion
37

Endnotes 40

1.

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 2.Situation Analysis
a) Canadian Market
i) Estimated Annual Retail Sales for Total Market

Historic - C$ mn - Current Prices

Canada 2004 2005 2006 2007 2008 2009
Consumer Expenditure
on Beer 7394.8 7702.3 8086.2 8558.2 8875.4 8834.9
Figure 1 -Retail Sales in Canada for Beer 2004-20092
• Consumer expenditure on beer, or retail sales, saw an increase over
the past four-year span from 2004 to 2008, however it has lately
shown a decrease. While the decrease is small, factors that have
affected this include both the recession and consumers shifting
preference from beer to wine.

Market Sizes - Historic - Off-trade Volume - mn litres

Canad
2004 2005 2006 2007 2008 2009
a
1676.
Beer 8 1708.2 1780.7 1787.8 1869.7 1932.2

Figure 2 - Volume of Beer sold in millions of liters 2004-20093

• While retail sales experienced a decrease in 2009, the market size
of beer sold in millions of litres has steadily increased.

Historic - 1995 = 100

200 200 200 200 200 200
Canada
4 5 6 7 8 9
153. 157. 161. 165. 169. 169.
Index of Beer Prices 6 7 4 3 4 7
Figure 3-Index of Beer Prices in Canada base year 1995

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 • The index of beer prices has grown considerably since the base
period of 1995. This could be due to inflation, rising prices of raw
materials and higher transportation costs i.e. gas, oil, tariffs.

ii) Estimated Market Shares for all Key Brands

Brand Shares (by Global Brand Name) – Total Volume - %
breakdown
Company 200 200 200 200 200
Brand name (GBO) 5 6 7 8 9
Coors Molson Coors 10. 11. 11. 11.
Light Brewing Co 10 6 2 3 3
Anheuser-Busch
Labatt InBev NV - - - 11.8 11.2
Molson
Canadi Molson Coors
an Brewing Co 9.2 8.5 8.3 7.7 7.2
Molson Coors
Carling Brewing Co 5.3 5.4 6 6.3 6.4
Bud Anheuser-Busch
Light InBev NV - - - 3.1 3.6
Lucky Anheuser-Busch
Lager InBev NV - - - 3.2 3.2
Corona Modelo SA de
Extra CV, Grupo 2.2 2.3 2.4 2.6 2.5
Figure 4 – Brand Share in Canada 4

a) Analysis of Brand and Primary Competing Brands:

Coors Light

i) Product:
• Coors Light is known as a light beer, with 102 calories per 12 oz.
serving, 12 carbohydrates, and 4.0% alc. /vol.
• Packaging is in aluminum cans, both regular and tallboys, bottles,

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 and kegs.
• The packaging is in various sizes, 355mL, 710mL for cans and
tallboys, 341mL for bottles and 1984 ounces in a keg.
• Coors Light Cold Activated Label was designed to show consumers
when the beer is at its peak drinking temperature, and is unique to
Coors Light.
• It is brewed in Golden, Colorado, and packaged and prepared in
Sheneandoah Valley, Virginia or Shelby County, Tennessee.

i) Positioning:
• “Cold as the Rockies,” Coors Light is the coldest of the light beers,
and truly “The World's Most Refreshing Beer”.5

i) Pricing:
• Depending on the amount purchased, current specials, and product
format, prices range between $12.95 and $114.95
• Occasionally, Coors Light runs pricing specials, including: “28
bottles for the price of 24,” and “15 cans for the price of 12,”
offering consumers more product for the same price.

6 Cans 355 ml $12.95

6 Cans 473 ml $16.95
12 Cans 355
ml $19.95
12 Cans 473
ml $24.95
12 Cans 750
ml $47.6
15 Cans 355
ml $28.95
18 Cans 355
ml $29.7

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 20 Cans 355
ml $29.95
24 Cans 355
ml $39.95
24 Cans 473
ml $51.5
48 Cans 355
ml $81.95
6 Bottle 341
ml $10.95
12 Bottle 341
ml $19.95
12 Bottle 710
ml $42.95
15 Bottle 341
ml $26.95
24 Bottle 341
ml $33.5
28 Bottle 341
ml $39.95
1 Keg 20 L $114.95
Figure 5 – Coors Light Pricing6
Price Comparison Chart

Brand Bottles Price

$
Coors Light 24 341 ml 33.50
Bud Light 24 341 ml $ 38.50
Corona 24 330 ml $ 38.95
Canadian 24 341 ml $ 33.50
Figure 6- Comparative Pricing7
• Coors Light is one of the least expensive beers among its top
competitors.

i) Distribution:
• Specific Beer and Liquor stores in each province distribute Coors

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 Light across Canada to the end consumer, as well as to restaurants
and bars.
• Coors Light representatives also engage in personal selling, to gain
new accounts; these are typically restaurants and bars.
• The Broadway musical, Rock of Ages, sells Coors light to audience
members and is one of the only Broadway shows to do so.
• Various sporting stadiums such as hockey rinks, football and
lacrosse fields, and basketball courts across Canada, feature and
sell Coors Light products to fans.

i) Advertising
• Coors Light has launched geographically focused ads, for example
in British Colombia, billboard ads for Coors Light read: “Colder than
Torontonians” playing on a geographical rivalry8.
• Coors Light has introduced viral campaigns to increase recycling
efforts among its consumers.9
• Coors Light has numerous television commercials advertising the
beer as well as the events they sponsor and host.

i) Promotion:
• Mystery Mansion promotions are held at a number of bars across
Canada, resulting in 50 club goers winning the ultimate Mystery
Mansion experience: a weekend getaway to a palatial estate in the
Canadian Rockies.
• Maxim Golf Experience, is promoted much like Mystery Mansion,
however, individuals are also eligible to win through purchase from
a Beer Store or Liquor Store. Winners attend a golf tournament
hosted by Coors Light and sponsored by Maxim, who bring models
to act as caddies.

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 • Molson Insider members join online and gain access to concert
tickets, events, parties and more, via text messages sent to their
cell phones.
• Social media campaigns through Facebook and fan websites have
been launched to engage their target demographic of 18-24 year
old males.
• Coors Light is the official beer of NASCAR, and has consumer
promotions that give fans exclusive access to one of a kind NASCAR
experiences.10

Corona

Brand Shares (by Global Brand Name) – Total Volume -%

breakdown
Company 200 200 200 200 200
Brand name (GBO) 5 6 7 8 9
Coors Molson Coors
Light Brewing Co 10 10.6 11.2 11.3 11.3
Anheuser-Busch
Labatt InBev NV - - - 11.8 11.2
Molson
Canadi Molson Coors
an Brewing Co 9.2 8.5 8.3 7.7 7.2
Molson Coors
Carling Brewing Co 5.3 5.4 6 6.3 6.4
Bud Anheuser-Busch
Light InBev NV - - - 3.1 3.6
Lucky Anheuser-Busch
Lager InBev NV - - - 3.2 3.2
Coron
a Modelo SA de
Extra CV, Grupo 2.2 2.3 2.4 2.6 2.5
Figure 7 – Brand Share in Canada11
i) Product:
• Corona Extra is a pale lager that originated in Mexico, traditionally
served with a lime wedge, in a distinctively shaped bottle.
• It has 4.6% alc./vol. and is available in various bottle sizes as well as

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 in aluminum cans.
• Corona Extra has been brewed since 1925 and is available in 150
countries. 12

i) Positioning
• Because Corona is more than just a beer; it represents a philosophy
of living in the moment that has been embraced around the world.13

i) Pricing

6 Cans 355 ml $11.65

12 Cans 355 ml $20.00
24 Cans 355 ml $43.40
48 Cans 355 ml $86.80
1 Bottle 710 ml $3.55
6 Bottle 207 ml $8.20
6 Bottle 330 ml $12.25
12 Bottle 207 ml $15.85
12 Bottle 330 ml $22.95
12 Bottle 710 ml $41.10
24 Bottle 207 ml $28.00
24 Bottle 330 ml $38.95
Figure 8 – Corona Prices in Ontario 14

ii) Distribution
• Distribution centers are located throughout the United States,
delivering to the various distribution centers in Canada such as:
• Beer Store
• Liquor stores
• Restaurants and Bars
• Concerts
• Sports Facilities (The Rogers Center)

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 i) Advertising
• Corona Beer Ventures Beyond the Beach -A new Corona commercial
will show drinkers chilling out in city, mountain and lakeside settings,
with the tag line "Find your beach." 15

• T.V. advertising campaigns depicting consumers on a beach drinking

Corona.16

• Seen as a “different” beer, because the consumer are depicted

drinking it with a wedge of lime.17

i) Promotion
• Enter Corona's Beach Getaway Sweepstakes for your chance to win
one of 100 trips to a resort in Cancun worth $3,000 each.18

• Corona engages consumers through Facebook Groups and fan

pages.

BudLight

Brand Shares (by Global Brand Name) – Total Volume - %

breakdown
Company 200 200 200 200 200
Brand name (GBO) 5 6 7 8 9
Coors Molson Coors
Light Brewing Co 10 10.6 11.2 11.3 11.3
Anheuser-Busch
Labatt InBev NV - - - 11.8 11.2
Molson
Canadi Molson Coors
an Brewing Co 9.2 8.5 8.3 7.7 7.2
Molson Coors
Carling Brewing Co 5.3 5.4 6 6.3 6.4
Anheuser-
Bud Busch InBev
Light NV - - - 3.1 3.6
Lucky Anheuser-Busch - - - 3.2 3.2

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 Lager InBev NV
Corona Modelo SA de
Extra CV, Grupo 2.2 2.3 2.4 2.6 2.5
Figure 9 – Brand Share Canada19

i) Product
• Bud Light is brewed by Anheuser-Busch, has an alcohol content of
4.0% and is available in cans, bottles or in kegs.

i) Positioning
• Bud Light is a light beer with a refreshingly clean, crisp taste.

ii) Pricing

1 Cans 710 ml $3.95

6 Cans 355 ml $12.95
12 Cans 355 ml $22.95
12 Cans 710 ml $42.95
15 Cans 355 ml $22.95
24 Cans 355 ml $41.50
48 Cans 355 ml $81.60
6 Bottle 341 ml $10.50
12 Bottle 341
$20.50
ml
15 Bottle 341
$20.50
ml
18 Bottle 341
$28.95
ml
24 Bottle 341
$38.50
ml
24 Bottle 341
$38.50
ml
28 Bottle 341 $38.50

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 ml
1 Keg 20 L $114.95
Figure 10 – Price of BudLight in Ontario20

iii) Distribution
• Distribution centers are located throughout the United States, then
delivered to the various distribution centers in Canada such as :
• Beer Store
• Liquor stores
• Restaurants and Bars
• Concerts
• Sports Facilities (The Rogers Center)

ii) Advertising
• In October 2008, Bud Light launched the “Drinkability” campaign,
focusing on the beer’s clean, crisp taste, making it easy to drink and
enjoy.
• Bud Light spent $27 million in 2009, on the Pre Game events for
Super Bowl XLIII.21
• Mobile site where users can download Bud Light backgrounds, ring
tones and commercials to their cell phones.
ii) Promotion
• Offers free giveaways, such as Vintage NHL T-shirts, in cases of Bud
Light.
• Bud Light Yourself: Insert your face into the online hockey card
template, which enters you to win 2 tickets to the 2010 NHL awards
in Las Vegas.
• Bud Light hosted the Bud Light Caribbean Cruise in 2009 where
various distributors, such as local bars, promoted the event in their
locations. Scratch ballots were used for instant win prizes, and was
followed by a grand draw for 2 tickets to the Bud Light Caribbean
Cruise.

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 • Bud Light Sponsors various events such as; UFC, concerts (Dirks
Bentley), the NHL, the Toronto Blue Jays and the Super Bowl.22
Molson Canadian

Brand Shares (by Global Brand Name) - Total Volume - %

breakdown
Company name 200 200 200 200 200
Brand (GBO) 5 6 7 8 9
Coors Molson Coors
Light Brewing Co 10 10.6 11.2 11.3 11.3
Anheuser-Busch
Labatt InBev NV - - - 11.8 11.2
Molson
Canadi Molson Coors
an Brewing Co 9.2 8.5 8.3 7.7 7.2
Bud Anheuser-Busch
Light InBev NV - - - 3.1 3.6
Lucky Anheuser-Busch
Lager InBev NV - - - 3.2 3.2
Corona Modelo SA de
Extra CV, Grupo 2.2 2.3 2.4 2.6 2.5
Figure 11 – Brand Share Canada 23

i) Product:
• Molson Canadian was previously owned by Molson and is now
owned by Molson Coors, an American-Canadian Company.
• It is a lager style beer, yellow in colour, with a grainy taste, and is
heavier than a light beer. 24

• Molson Canadian has a 5.19% alc./vol. with 150 calories per 341mL
bottle.

i) Positioning
• Molson Canadian is an award winning lager, which is as clean, crisp,
and fresh as the incredible country it comes from.25

i) Pricing

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6 Cans 355 ml $12.95
6 Cans 473 ml $16.95
12 Cans 355
ml $19.95
12 Cans 473
ml $24.95
12 Cans 750
ml $47.6
12 Cans 950
ml $59.5
15 Cans 355
ml $28.95
18 Cans 355
ml $29.7
20 Cans 355
ml $29.95
24 Cans 355
ml $39.95
24 Cans 473
ml $51.5
48 Cans 355
ml $81.95
1 Bottle 1183
ml $5.75
6 Bottle 341
ml $10.95
12 Bottle 341
ml $19.95
12 Bottle 710
ml $42.95
15 Bottle 341
ml $26.95
24 Bottle 341
ml $33.5
24 Bottle 341
ml $33.5
28 Bottle 341 $39.95

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 ml
Figure 12 – Molson Canadian Prices Ontario26

ii) Distribution
• Specific Beer and Liquor stores in each province distribute Coors
Light across Canada to the end consumer, as well as to restaurants
and bars.
• Six brewery facilities located across Canada:27
• St. John's (Newfoundland),
• Montréal (Quebec),
• Toronto (Ontario),
• Edmonton (Alberta),
• Vancouver (British Columbia),
• Creemore (Ontario)

i) Advertising
• Molson Canadian’s tag line in 2005 was “It starts Here.” This was
featured on radio and television advertisements, as well as
displayed on their website.
• In 2007, Molson Canadian repositioned themselves, and the tag line
was changed to, “True Canadian Taste.”28
• Molson Canadian consistently represents itself as a Canadian beer
through various television and radio ads such as, “I am Canadian” in
which ”Joe” discredits popular stereotypes of the nation.

i) Promotion29
• Molson Ampitheatre is a music venue located at Exhibition Centre in
Toronto, and attracts the target market to various concerts and
events.
• Molson Insider members join online and gain access to concert

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 tickets, events, parties and more, via text messages sent to their
cell phones.

1. SWOT Analysis

a) Brand Strengths30,31,32,33
• Coors Light is Molson Coors’ largest brand, and is the biggest selling
brand in both the US and Canada.
• Coors Light is the eighth leading beer brand in the world, and its
volume sales grew at a 4% CAGR over the 2005-2009 period.
• Achieves strong brand recognition among its defined target market
of males aged 18 – 24 through its brand image, promotions, and
advertising.
• The use of innovative cold activated label reinforces the brand
message at either point of sale or consumption. It reflects and
shows consumers when the beer is at peak temperature for
consumption and holds true to the “Cold as the Rockies”
positioning.
• Each bottle of Coors Light has a “Pull Date,” which ensures
distributors know when to rotate product to guarantee the freshest
product is available for sale.
• Coors Light is brewed in Golden, Colorado, in the heart of the
Rockies; with no additives or preservatives used, consumers are
ensured an all natural, high quality light beer.
• Engaging the mobile community through the use of My Thum
Interactive, this connects brands to consumers. Setting an industry
standard using mobile communication as a key pillar of the
marketing strategy.
• Rock of Ages partnership creates effective product placement on
Broadway, serving Coors to audience members.

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a) Brand Weaknesses34,35
• The 2005 merger of Molson and Coors has left the company heavily
indebted, and limited the capital resources to take on any new
ventures.
• Molson Coors generally relies on third party license agreements for
distribution, which limits control over the distribution of Coors Light
products in Canada.
• As a single site brewery, Coors Light does not have the
transportation means of its main competitors.
• With the single brewing site, Coors Light is more susceptible to
unforeseen disruptions that could result in production halts and
ultimately cause a major loss for the brand,
• Coors Light is often viewed as having a weak or watery taste.
• Coors Light has suffered a loss of partnering and sponsorship for
major sporting events, due to increased competition and limited
capital.

a) Market Opportunities36, 37
• Strategic sponsorship deals with sports organizations like the NFL,
NHL, etc.
• New campaigns and sponsorship to attract a new female market,
which seems to be responsive to the product.
• Molson Coors and SABMiller partner to market and distribute beer to
US and Puerto Rico.
• In order to increase consumer awareness and recognition of the
brand, Coors Light could create partnerships with International
Sports teams such as the CFL, MLB, NBA, and MLS, and sponsor in-
game promotions.

a) Market Threats38, 39, 40

• Consumers have moved to lower priced brands and switched

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 consumption preference to wine.
• Newly emerging “light” and “low calorie” beers are attracting one
segment of Coors Light’s target market.
• Increased taxation in Ontario, affecting all service sectors, therefore
reflecting in lower sales in restaurants.
• The beer market is maturing and there has been little growth
among competing brands.
• Any shift in consumer preference of three major brands under
Molson Coors will have a large adverse impact on the Coors Light
business.
• Molson Coors dropped in trading on the Toronto Stock Market due to
heightened competitiveness.

1. Current Target Market, Positioning, Promotion Objectives, and

Strategies

a) Current Target Market

• Coors Light’s target market is males aged 18-24; they have a higher
consumption rate and are more engaged in advertising and
promotional campaigns than older beer consumers. 41

a) Current Positioning
• “Cold as the Rockies,” Coors Light is the coldest of the light beers,
and truly “The World's Most Refreshing Beer”.42

a) Current Promotional Objectives:

• To attract males aged 18-24 through interactive experiences,
including golf tournaments, partnerships with Maxim, and mystery
trips.
• To reach a large majority of the target market through NASCAR
sponsorship.

2
 • Engaging the mobile community through the use of My Thum
Interactive, this connects brands to consumers.43

a) Current Promotion Strategies:

• Coors Light uses Cold Certified labels on products to maintain their
position as “the coldest of the light beers”.
• Coors Light Maxim Golf Experience gives you the chance to win a
trip to a national golf tournament sponsored by Coors Light and
Maxim, with Maxim models as caddies.
• Coors Light Mystery Mansion allows you to win a trip for the
“ultimate weekend” at a secret mansion hideaway somewhere in
the Canadian Rockies.
• Coors Light Mobile Insider is a key pillar in marketing strategy,
collecting consumer demographics and tracking consumer behavior
through mobile usage.44

1. Proposed Target Market, Positioning, Promotion Objectives and

Strategies

a) Proposed Target Market

• Coors Light’s target market is males aged 18-24; they have a higher
consumption rate and are more engaged in advertising and
promotional campaigns than older beer consumers. 45

• In addition to consumers currently in the Coors Light target market

(males 18-24 yrs of age) the brand will extend itself to female
consumers, aged 21-30, seeking a great tasting light beer.

a) Proposed Positioning
• Coors Light will maintain its current positioning: “Cold as the
Rockies,” Coors Light is the coldest of the light beers, and truly “The

1
 World's Most Refreshing Beer”.46

a) Proposed Promotion Objectives

1.To attract non-users and create brand awareness among 70% of
the male target market through interactive experiences in a 12-
month period.
2.To increase brand awareness by 90% among the new target
market of females aged 21-30, seeking a refreshing tasting light
beer, while retaining current target market of 18 – 24 year old
males within a 12 month period.
3.To engage the mobile community and increase membership of
the Mobile Insider by 5% among current brand users within a 12
month period.

b) Proposed Promotion Strategies

• Coors Light Maxim Golf Experience gives consumers the chance to
win a trip to a national golf tournament weekend held in the
Canadian Rockies sponsored by Coors Light and Maxim, with Maxim
models acting as caddies.
• Coors Light Mobile Insider is a key pillar in the marketing strategy,
used to collect consumer demographics and track consumer
behavior through mobile usage.47
• Coors Light EXTREME Mystery Mansion gives consumers the chance
to win a trip for the “ultimate weekend” consisting of intense winter
activities at a secret palatial estate somewhere in the Canadian
Rockies, hosted by the Molson EXTREME Team girls.
• Coors Light Chateau allows consumers to win a trip for the ultimate
weekend of pampering, consisting of spa treatments and activities,
liaised by male Maxim models in a health and spa resort
somewhere in the Canadian Rockies.

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 • Cooking with Coors contest is to be launched through the current
Facebook fan page where contestants upload video recipes using
Coors Light beer; winners will receive a trip to a national Coors Light
event of their choice.

1. Creative Objectives and Strategies

Proposed Creative Objective:
a) Creative Objective
• “Cold as the Rockies; the world’s most refreshing Light beer”.

Proposed Creative Strategy:

a) Key Consumer Benefits
• A full flavored, refreshing light beer with fewer calories per volume
than typical lagers.
• Cold Activated Labels with Blue Mountains inform the consumer
when the beer has reached its peak temperature.
• Beer in moderation reduces cardiovascular disease as well as the
chance of stroke; this information is interchangeable with the same
study done for wine.48
• Interacting with friends and peers with common interests at
concerts and events sponsored by Coors Light through information
from social media outlets.
• Weekend prizes for getaways in the Canadian Rockies designed for
both males and females.
• Summer Recipes for meals that can be made using Coors Light
which taste great alongside a “Rocky Mountain Cold” beer.

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 a) Support for Consumer Benefits
• Coors Light is known as a light beer, with 102 calories per 12 oz.
serving, 12 carbohydrates, and 4.0% alc. /vol.
• Coors Light Cold Activated Label was designed to show consumers
when the beer is at its peak drinking temperature, and is unique to
Coors Light.
• French Paradox enforces the scientifically proven fact of alcohol
reducing the chance of stroke, and cardiovascular disease as well as
raising vitamin B levels and good cholesterol.
• Molson Insiders membership allows consumers to benefit from
special promotions, concert tickets, event listings and prizes
through social media.
• Golf Experience, EXTREME Mystery Mansion, and Coors Light
Chateau promotions are held at various bars across Canada,
resulting in guests winning the ultimate getaway experiences: a
weekend golf tournament, or one of two weekend getaways to a
palatial estate (both held in the Canadian Rockies).
• Cooking with Coors contest and video tutorials demonstrate how
consumers can use Coors Light for more than just a refreshing
beverage.

a) Personality

• Coors Light is refreshingly honest, easygoing, with a sense of

adventure, and is always the life of the party.

1. Promotion Recommendations

a) Recommended Promotions
i) Promotion Programs

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Current Promotions That Are To Be Continued:
Coors Light will host all promotions in the Canadian Rockies, however contests are
open to all residents of legal drinking age across Canada. Coors Light ensures the
winners an easygoing, unique weekend with fellow Canadians from coast to coast
by providing travel expenses and accommodations.

Coors Light Maxim Golf Experience

Summary: It is recommended that Coors Light continue to use the Maxim Golf
Experience to give consumers the chance to win a trip to a national golf
tournament weekend in the Canadian Rockies, sponsored by Coors Light and
Maxim, with Maxim models acting as caddies.

Who: The Coors Light Maxim Golf Experience is targeted towards a male
demographic aged 18 – 24, who enjoy golf, a weekend of fun with Maxim models,
and drinking Coors Light.

What: The winners will participate in a national weekend golf tournament,

sponsored by Coors Light and Maxim. Winners will receive roundtrip transportation,
a free round of golf, Coors Light beverages throughout the weekend, and Maxim
models posing as their caddies.

When: This promotion will run over a two-month period, through April and May;
the tournament itself will take place during the second week of June.

Where: The Coors Light Maxim Golf Experience is held at an exclusive golf course
location in the Canadian Rockies. Accommodations for the winners will be located
close to the golf course.

Why: The focus of the Coors Light Maxim Golf Experience is to reward consumers
with a weekend golf getaway and promote the ‘easy going’ side of the beer; this

1
will also help to increase its brand awareness among Coors Light’s target market of
males aged 18-24.

How: In each case of Coors Light consumers will find a scratch ballot in which they
receive a code to enter online at www.coorslight.ca, or text the code to Mobile
Insider at 92925, for a chance to attend the Coors Light Maxim Golf Experience.
Promotional events will also run at various bars across the country where ballots
will be given out for every Coors Light consumed; a winner will be drawn at the end
of the night to be entered into the final draw for the 100 guests who will be
attending the tournament.

Coors Light Mobile Insider

Summary: It is recommended that Coors Light continue to use the Mobile Insider
as a key pillar in the marketing strategy, collecting consumer demographics and
tracking consumer behavior through mobile usage.49

Who: Mobile Insider is targeted towards males and females aged 18-30 who seek
insider information on upcoming events, concerts, promotions, and music via their
mobile devices.

What: An online membership which connects consumers to events, contests and

music news through text messages which offer exclusive discounts, draws for
tickets, and entry to Coors Light sponsored events. There will be an added
incentive for members who refer friends to the service.

When: This promotion is run year round with strategic efforts placed around the
timelines of getaway events.

Where: Using the Coors Light website www.coorslight.ca, consumers can click
on the Mobile Insider link where they will be prompted to enter their personal

2
contact information, including email address and mobile phone number.

Why: The membership is designed to collect demographic and behavioural

information on consumers directly through their mobile devices. Tracking and
identifying current consumers, as well as those who have signed up for the service,
through the personal information required upon registration, the target market is
easily defined.

How: This promotion provides the target market with exclusive access to
discounts, ticket draws and Coors Light sponsored events, as well as added
incentives for members, such as draws for upgraded tickets, and backstage
concert passes for referring friends to the service. Reminders will also be printed
on cases for consumers to sign up and become a Mobile Insider.

New Promotions That Are To Be Implemented

Coors Light EXTREME Mystery Mansion

Summary: It is recommended that Coors Light use the EXTREME Mystery Mansion
to give consumers the chance to win a trip for the “ultimate weekend” consisting
of intense winter activities at a secret palatial estate somewhere in the Canadian
Rockies, hosted by the Molson EXTREME Team girls.

Who: The Coors Light EXTREME Mystery Mansion is targeted towards a male
demographic aged 18 – 24, who enjoy outdoor adventures, winter activities, and
drinking Coors Light.

What: The winners will participate in various winter events and activities run by
the Molson EXTREME Team girls, with accommodations in the Coors Light
EXTREME Mystery Mansion. Location of the palatial estate, events, and activities
remain a secret until winners arrive at the destination. Roundtrip transportation

2
will be provided.

When: This promotion will be run over a two-month period, through December
and January; the event itself will take place during the second week of February.

Where: The Coors Light EXTREME Mystery Mansion weekend is held at a secret
palatial estate in the Canadian Rockies. Accommodations for the winners will be on
site at the estate.

Why: The focus of the Coors Light EXTREME Mystery Mansion is to reward
consumers with a secret, weekend long, outdoor getaway, and promote the
adventurous and ‘extreme’ side of the beer. This will also help to increase its brand
awareness among Coors Light’s target market of males aged 18-24, who are
interested in more adventurous outdoor activities.

How: In each case of Coors Light consumers will find a key shaped scratch ballot
in which they receive a code to enter online at www.coorslight.ca, or text the
code to Mobile Insider at 92925, for a chance to attend the Coors Light EXTREME
Mystery Mansion. Promotional events will also run at various bars across the
country where keys will be given out for every Coors Light consumed. The key that
opens the mystery box, wins another key shaped scratch ballot with a code to
enter them into the final draw for the 100 guests who will be attending the
extreme mansion getaway.

Coors Light Chateau

Summary: It is recommended that Coors Light use the Chateau getaway to give
consumers the chance to win a trip for the “ultimate weekend” of pampering,
consisting of spa treatments and activities, liaised by male Maxim models in a
health and spa resort somewhere in the Canadian Rockies.

2
Who: The Coors Light Chateau is targeted towards a female demographic aged 21
– 30, who enjoy relaxing spa treatments, fine dining, pampering, and drinking
Coors Light.

What: The winners will participate in a weekend retreat in the lap of luxury, where
they will enjoy spa services, fine dining, and daily activities liaised by Maxim male
models, with accommodations onsite at the Coors Light Chateau. Location of the
palatial estate, events, and activities remain a secret until winners arrive at the
destination. Roundtrip transportation will be provided.

When: This promotion will be run over a two-month period, through August and
September; the event itself will take place during the third week of October.

Where: The Coors Light Châteaux weekend is held at a secret health and spa
resort in the Canadian Rockies. Accommodations for the winners will be on site at
the estate.

Why: The focus of the Coors Light Chateau is to reward female consumers with a
secret, weekend long, spa getaway, and promote the more relaxed, “easy drinking’
side of the beer. This will also help to increase its brand awareness among Coors
Light’s secondary target market of females aged 21-30, who are interested in more
relaxed activities.

How: Promotional events will be run at various bars and restaurants across the
country who feature Coors Light, and have a designated “Ladies Night.” Lipstick
shaped scratch ballots will be given for every Coors Light purchased and there will
be 100 ballots with a winning code. The winning codes must be entered on the
Coors Light website, www.coorslight.ca, or text the code to Mobile Insider at
92925, for a chance to attend the Coors Light Chateau getaway.

Cooking with Coors Contest

2
Summary: It is recommended that Coors Light use the Cooking with Coors
contest, to engage consumers through social media outlets. The contest will be
launched through the official Facebook fan page where contestants upload video
recipes using Coors Light beer; winners will receive a trip to a national Coors Light
event of their choice.

Who: There will be a strong emphasis placed on the female target market, those
aged 21-30 during this campaign, however it is also open to our male market.

What: Members of the Coors Light Facebook page, can enter the contest by
uploading a unique and creative video of a recipe featuring Coors Light beer. Other
Facebook group members will vote on which recipe tutorial they like best, and the
winner will be given a chance to choose the national getaway experience of their
choice (Coors Light Maxim Golf Experience, Coors Light EXTREME Mystery Mansion,
or the Coors Light Chateau). The top 10 recipe winners, will be based off consumer
online voting, and will have their recipes showcased in the Cooking with Coors
inserts to be distributed in cases of Coors Light.

Where: Coors Light Facebook page open to all residents across Canada of legal
drinking age.

When: Contestants can start posting their video recipes online April 1, the closing
date will be May 1. Voting takes place May 1 to June 1 online, by Facebook fans.
Winners will be announced June 15, and the winning recipes will be printed and
distributed inside cases of Coors Light starting July 15.

Why: This promotion is intended to increase brand awareness among the female
target market, women aged 21-30 through creative cooking ideas, and reach the
male target market of 18-24 year olds who are already members of the fan page.
Friends of contestants’ who join the Coors Light fan page, provide feedback on the

3
contest, and increases the number of fans. This gives Coors Light access to the
demographic and geographic information, of new and potential consumers.

How: In order to upload a video tutorial and recipe, contestants must become a
Facebook user, and join the Coors Light fan page. Once the recipe is loaded onto
the fan page, other fans and members may vote on which recipe they like best.
This will encourage other friends of the contestants to join the Coors Light fan
page, and provide feedback on the contest, as well as increase the number of fans.
This gives Coors Light access to the demographic and geographic information, of
new and potential consumers.

ii) Budget

Promotional Budget
Promotions Dollar Amount Percentages of Budget
Coors Light Maxim Golf $920,100 30.67%
Experience
Coors Light EXTREME $919,800 30.66%
Mystery Mansion
Mobile Insider $90,000 3%
Coors Light Chateau $920,100 30.67%
Cooking with Coors $150,000 5%
Total Expenses $3,000,000 100%

b) Promotional Vehicles Considered and Rejected

1. Sports Sponsorships
• This promotional vehicle would be too expensive to undertake and
would not allow ample budget for the other proposed promotions.
• Sports is not part of the brand image of Coors Light, therefore the
demographic attracted may not coincide with the target markets
and current promotional events.
• The sports sponsorship industry is too big of a risk financially as
other competing beer brands own title sponsorship to all major
sporting events.

1
 1. Snowboarding Adventure through the Rockies
• This promotional vehicle was very similar to the extreme weekend
but did not stretch as far in terms of activities.
• While capturing the target of 18-24 year old males who enjoy
snowboarding, this promotion would not be suited for the new
female target market.
• This promotional activity can be incorporated into the weekend
getaways for both males and female who wish to participate.

1. Explanation for how the promotion plan will meet the brands
promotional objectives (this is the rational for your plan)

Objective 1: To attract non-users and create brand awareness among 70% of

the male target market through interactive experiences in a 12-month period.

Coors Light Maxim Golf Tournament

• The golf tournament will attract non-users within our male target
market age range (18-24) who are interested in participating in a
weekend golf getaway in the Canadian Rockies featuring Maxim
models as caddies.
• Promotions featuring Maxim models and Coors Light will run at
various bars across the country.
• Activities such as a mini-put into a Coors Light can, and bobbing for
silver Coors Light golf balls, will introduce non-users not only the
brand, but also, to the image of Coors Light, and highlight the
excitement and magnitude of the event.
• Maxim model caddies will be on hand throughout the tournament
with Coors Light products and promotional merchandise for the
winners during their stay in the Canadian Rockies.

Coors Light EXTREME Mystery Mansion

1
 • The EXTREME Mystery Mansion will attract non-users within our
male target market age range (18-24) who enjoy outdoor
adventures, winter activities, and are interested in participating in a
secret weekend getaway in the Canadian Rockies featuring the
Molson EXTREME Team girls.
• Promotions featuring the Molson EXTREME Team activities will run
at various bars across the country.
• Activities such as timed contests for putting on complete winter
gear (snowsuit, boots, goggles, hats, mittens, etc), and “Find the
Silver Key,” where contestants win their key to the event by
searching though a bin of ice and beer while blindfolded, will
introduce non-users to the image of Coors Light, and highlight the
extreme activities at the event.
• The Molson EXTREME Team will be on hand throughout the
weekend to facilitate the contests and events on site, and provide
Coors Light products and promotional merchandise for the winners
during their stay.

Objective 2: To increase brand awareness by 90% among a new target

market of females aged 21-30, seeking a refreshing tasting light beer, while
retaining current target market of 18 – 24 year old males.

Coors Light Chateau

• The Chateau event will attract non-users within our female target
market aged 21-30, who are interested in a relaxing weekend of spa
treatments, fine dining, and pampering at a health and spa resort in
the Canadian Rockies featuring Maxim male models as personal
attendants.
• Promotions featuring Maxim male models and Coors Light will run at
various bars and restaurants across the country, which have a

1
 designated “Ladies Night.”
• Activities will include a timed “Ready, Set, Spa” contest where
contestants will have to put on slippers, a robe, hair towel, gel eye
mask and lipstick while blindfolded, and “Find the Silver Lipstick,”
where contestants sift through a makeup bag full of closed lipsticks
and they must find the silver coloured one for their key.
• These activities will introduce female non-users to not only the
brand, but also, the image of Coors Light, and highlight the fun and
relaxing tone of the event.
• Maxim male model attendants will be on hand throughout the
weekend with Coors Light products and promotional merchandise
for the winners during their stay in the Canadian Rockies.
• Meals cooked at this event will feature Coors Light in the
ingredients to tie the demographic to the Cooking with Coors
Contest.
• This event will not include the male target market, however there
are two events more specifically tailored to their interests and age.

Cooking with Coors

• Cooking with Coors is an online contest run through Facebook,

which is a social media site with a large male and female
demographic.
• The contest will attract the female demographic through its focus
on cooking, as many women are looking for new recipes and may
be intrigued about what they are able to cook with beer.
• This contest will also engage the male target market, many of which
already belong to the Facebook fan page, as they may have more
experience cooking with beer.
• To be part of the contest both males and females must first become
a member of Facebook, and the Coors Light fan page; they may

2
 then enter by uploading a video tutorial of their recipe.
• In order to win, a contestant must have the most votes for their
recipe; this will entice both the male and female target markets to
enlist the help of their friends.
• Friends must also join the Coors Light fan page in order to cast a
vote, which will increase brand awareness between both target
markets using social media.
• The winner receives an all inclusive weekend getaway to the
national event of their choice.

Objective 3: Engage the mobile community and increase membership of

the Mobile Insider by 5% among current brand users.

Coors Light Mobile Insider

• The membership is designed to collect demographic and

behavioural information on consumers directly through their mobile
phones.
• This clearly defines the target market and gives Coors Light the
opportunity to promote events in areas of high mobile usage.
• The users who subscribe are given exclusive access to discounts,
ticket draws, and Coors Light sponsored events.
• Member incentives such as draws for upgraded tickets, and
backstage concert passes for referring friends to the service; friend
referral is the most effective way to engage non-users and increase
member subscription to the Coors Light Mobile Insider.
• Printing reminders on beer cases for consumers to sign up and
become a Coors Light Mobile Insider will hit the demographic who
may not have a friend involved with the Coors Light Mobile Insider.

1. Methods to be used to evaluate the promotions

2
To ensure the accuracy of the promotion plan it is recommended that a
third party research group be used to gather data pertaining to the
consumer awareness of both males and females before and after the
12 month period.

1. To attract non-users and create brand awareness among 70% of the

male target market through interactive experiences in a 12-month
period.

• For both the Coors Light Maxim Golf Experience and the Coors Light
EXTREME Mystery Mansion, tracking can be done through the
ballots entered online. If the contestants’ information is not in the
Coors Light database, it is safe to assume they are new to the brand
and contests. Comparing data from events in the previous years will
show the increase in brand awareness attributed to interactive
events.
• When signing up for mobile insider a short survey will be asked with
questions regarding the new members brand awareness. This will
allow Coors to track the growing brand awareness from Mobile
insider.

1. To increase brand awareness by 90% among a new target market of

females aged 21-30, seeking a refreshing tasting light beer, while
retaining current target market of 18 – 24 year old males.

• For the Coors Light Chateau, tracking can be done through the
ballots entered online. If the contestants’ information is not in the
Coors Light database, it is safe to assume they are new to the brand
and contests. The database can filter out the female ballots
received from events in the previous years to show the increase in

3
 brand awareness attributed to an event tailored specifically to
women.
• To ensure the original target market of males is not affected, the
results from the ballots entered for the Coors Light Maxim Golf
Experience and the Coors Light EXTREME Mystery Mansion would be
compared to events from the previous years.
• The effectiveness of the Cooking with Coors Contest will be
measured through the increase in membership of the Facebook fan
page throughout the contest. The demographic information of new
members can easily be tracked, and sorted to show increase in
awareness among each target market.
• Mobile Insider members will be monitored through a database;
through the registration questionnaire females new to the brand will
be easily recognized and tracked.

1. Engage the mobile community and increase membership of the

Mobile Insider by 5% among current brand users.

• The effectiveness of this can be measured through comparative

data of how many subscribers sign up online compared to previous
years.
• This data can be tracked quarterly so as to see the effectiveness of
each promotional campaign surrounding interactive events
throughout the year.
• Demographics of memberships will be monitored and used to create
a database to measure effectiveness and will be used for future
promotions.

2
 1. Summary of Recommendations and costs for each promotional
element
Coors Light Maxim Golf Experience
Item: Cost
Scratch ballots Printing

$375,000
(To include 3 million scratch ballots,
and promotional posters advertising
the events at bars)

Cost for mobile Insider Set up

$5,500
(A salary increase for the amount of
work added with the influx of new
members, and the redesign featuring
the golf tournament as a central point)
Bar promotions Staffing for 400 bar visits with 3
Maxim caddies each

$50 x 3= $150
$150 x 400 = $60,000

Mini Golf
• Green = $10,000 (Each
province gets a few greens)
• Coors Light Promo Cans =
$3,000
• Silver Golf Balls = $3,500
• Bucket for bobbing = $8,000
• Giveaway prizes = $4,000
(Based on all provinces, items will be
split between which province has the
most bars to attend, and multiple
office storage locations for the
promotional items.)
Staffing: $150 x 100 = $15,000
(Only for Maxim caddies, Coors Light
staff members will be from the office
location nearest the golf course; they
are not paid extra for working the
event, as per contract)

1
Transportation
Accommodations for 100 guests,
100 Maxim caddies and 10 Staff
Management (from Coors Light
office)
Prizes:
Flights and Ground Transfer for
100 Guests
$1,500 x 100 = $150,000
(Transportation is arranged for each
guest to get to their airport and then
to the tournament location)
Guest Rooms
$685 x 110 = $75,350
18 Holes of Golf and Cart Rental
$100,000
(Full rental of course, no other golfers
allowed )
Club Rental (available for all
attendants if needed)
$100 x 200 = $20,000
Food
$50 x 210ppl = $15,750
Beverage
$75 x 200 = $15,000
Coors Light Welcome Dinner and
Awards Dinner
$250 x 200 = $50,000
(This is for both food and
entertainment for both nights,
including a DJ and full lighting
equipment.)
Top 3 golfers win $2000 each
$6,000
Coors Light Promotional
Merchandise
1
 $40 x 100 = $4,000

TOTAL Expenditures for the = $920,100 (or 30.67% of

Coors Light Maxim Golf $3,000,000)
Experience

Mobile Insider
Item: Cost
Maintaining and Updating Site Staffing
(This will include developing and $30,000 x 3 = $90,000
monitoring the database, sorting new
members, and grouping by
demographics.)
TOTAL Expenditures for the = $90,000 (or 3% of $3,000,000)
Mobile Insider

Coors Light EXTREME Mystery Mansion

Item: Cost
Scratch Ballots $375,000
(To include 3 million scratch ballots,
and promotional posters advertising
the events at bars)

Cost for mobile Insider Set up

$2,500
(A salary increase for the amount of
work added with the influx of new
members, and the redesign featuring
the EXTREME Mansion as a central
point)

1
Bar promotions Staffing for 400 bar visits with 3
Molson EXTREME Team girls each

$50 x 3 = $150
$150 x 400 = $60,000

Keys
• Silver Plastic Keys = $3,500
• Coors Light beer tubs =
$8,000
• Mystery Box = $1,500

Winter Gear Contest

• Multiple sets of full winter
gear = $10,500
(Based on all provinces, items will be
split between which province has the
most bars to attend, and multiple
office storage locations for the
promotional items. Winter gear items
include full snowsuits, boots, hats,
mittens, goggles, etc.)

Staffing: $150 x 10= $15,000

(Only for EXTREME Team, Coors Light
staff members will be from the office
location nearest the mansion; they are
not paid extra for working the event,
as per contract)
Transportation Flights and Ground Transfer for
100 Guests

$1,500 x 100 = $150,000

Accommodations for 100 guests,
100 EXTREME Team girls and 10
Staff Management (from Coors
Light office)
(Transportation is arranged for each
guest to get to their airport and then
to the mansion location)
Mansion Rental for 3 days/2 nights
$70,000
Reservation of 1 small ski hill

$68,250
(Rental of a ski hill for tobogganing
and snowshoeing.)

2
 Equipment Rental (available for all
attendants, includes tubes,
snowshoes, etc.)

$147 x 100 = $14,700

Food

$50 x 210ppl = $15,750

Beverage

$75 x 200 = $15,000

Coors Light Welcome Dinner and

Farewell Dinner

$250 x 200 = $40,000

(This is for both food and
entertainment for both nights,
including a DJ and full lighting
equipment.)

Welcome Coors Light Gift Pack

$50 x $100 = $5,000

TOTAL Expenditures for the = $919,800 (or 30.66% of

Coors Light EXTREME Mystery $3,000,000)
Mansion

Coors Light Chateau

Item: Cost
Scratch Ballots $375,000
(To include 3 million scratch ballots,
and promotional posters advertising
the events at bars)

Cost for mobile Insider Set up

$2,500
(A salary increase for the amount of
work added with the influx of new
members, and the redesign featuring
the Chateau as a central point)

1
Bar Promotions Staffing for 400 bar visits with 3
Maxim male models each

$50 x 3 = $150
$150 x 400 = $60,000

Lipstick Search
• Silver Lipstick Tubes =
$1,000
• Regular Lipstick Tubes =
$2,500
• Make-up Cases = $1,500

“Ready, Set, Spa” Contest

• Multiple sets spa accessories
= $18,500
(Based on all provinces, items will be
split between which province has the
most bars to attend, and multiple
office storage locations for the
promotional items. Spa accessories
include silk pajamas, plush robes,
slippers, gel eye mask, hair towel,
etc.)

Staffing $150 x 10= $15,000

(Only for Maxim male models, Coors
Light staff members will be from the
office location nearest the Chateau;
they are not paid extra for working the
event, as per contract)
Transportation Flights and Ground Transfer for
100 Guests

$1,500 x 100 = $150,000

(Transportation is arranged for each
guest to get to their airport and then
to the Chateau location)

Accommodations for 100 guests, Chateau Rental for 3 days/2 nights

100 Maxim male models and 10
Staff Management (from Coors $78,000
Light office)
Spa Services and Access to Health

1
 Facilities (Available for all attendants,
includes spa treatments, hot springs,
yoga classes, etc.)

$832.50 x 100 = $83,250

Food

$50 x 210ppl = $15,750

Beverage

$75 x 200 = $15,000

Coors Light Welcome Dinner and

Farewell Brunch

$250 x 200 = $40,000

(This is for both food and
entertainment for both nights,
including a DJ and full lighting
equipment.)

Welcome Coors Light Gift Pack

$50 x $100 = $5,000

TOTAL Expenditures for the = $920,100 (or 30.67% of
Coors Light Chateau $3,000,000)

Cooking with Coors

Item: Cost
Printing Recipe Cards for Cases

$85,000
(Approximately 750,000 recipe cards
will be printed and distributed in select
marked cases of Coors Light.)
Updating and Maintaining Staff Position
Facebook Site
$60,000
Prizing Cost of getaway
$5,000
(This is an approximation and a

1
 maximum amount for the chosen
destination getaway.)

TOTAL Expenditures for the = $150,000 (or 5% of $3,000,000)

Cooking with Coors

2
 1. Exhibits
a) Rough Artwork

Coors Light Maxim Golf Experience Poster

1
Coors Light EXTREME Mystery Mansion Poster

Coors Light EXTREME Mystery Mansion Scratch Ballot

Coors Light Chateau Scratch Ballot

3
Cooking with Coors Facebook Fan Page

Endnotes

1
1 http://www.mythum.com/mobile-marketing-agency/press/case_study. Accessed: July 14.2010
2 Historic C$ mn Current Prices. Euromonitor. Accessed: July 7, 2010.
32 Market Sizes.Beer.Canada. Euromonitor. Accessed: July 7, 2010.
4 Brand Shares Euromonitor. Accessed: July 7, 2010.
5 New Coors Light Packaging Reinforces Brand Position as “The Worlds Most Refreshing Beers”.
July 14, 2009. Xanga. Accessed: July 7, 2010.
6 Brand Pricing – Coors Light”. Thebeerstore.com. Accessed: July 12, 2010.
7 Brand Pricing, Thebeerstore.com Accessed: July 12, 2010.
8 http://www.cbc.ca/consumer/story/2009/08/18/billboard-ad-coors-light-british-columbia-
toronto.html. Accessed: July 8, 2010.
9 Ryan, Frances. 2010. "Recycling goes viral as Coors Light launches groundbreaking initiative."
Caribbean Business 38, no. 18: 8. Business Source Complete, EBSCOhost. Accessed: July 13,
2010.
10 http://www.molsoncoors.com/newsroom. Accessed: July 13, 2010.
11 Brand Shares Euromonitor. Accessed: July 7, 2010.
12 “Corona Beer Product”. Nextag.com. Accessed July 12, 2010.
13 “Corona”. Corona.com. Accessed: July 12, 2010.
14 “Brand Pricing - Corona”. Thebeerstore.com. Accessed: July 12, 2010.
15 “Corona beer ventures beyond the beach in its new advertising campaign”.
Chicagobusiness.com. Accessed: July 12, 2010.
16 “Corona Tweaks Advertising, Ups Media Spend to $25M”. Findarticles.com. Accessed: July 12,
2010.
17 “Corona Advertising”. Iml.jou.ufl.edu. Accessed: July 12, 2010.
18 http://www.Corona.ca Accessed: July 12, 2010.
19 Brand Shares Euromonitor. Accessed: July 7, 2010.
20 Brand Pricing - Budlight. Thebeerstore.com. Accessed: July 12, 2010.
21 http://adage.com/mediaworks/article?article_id=137984. Accessed July 9, 2010.
22 http://www.budlight.ca/sponsorships.php. Accessed: July 10, 2010.
23 Brand Shares Euromonitor. Accessed: July 7, 2010.
24 http://beeradvocate.com/beer/profile/433/1312. Accessed: July 11, 2010.
25 http://www.molsoncanadian.ca. Accessed: July 7, 2010.
26 http://www.thebeerstore.ca/Beers/pricelist.asp?str=&id=0651&brandname=CANADIAN.
Accessed: July 14, 2010.
27 2007. "COMPANY SPOTLIGHT: MOLSON COORS." MarketWatch: Drinks 6, no. 5: 22-27. Business
Source Complete, EBSCOhost Accessed: July 13, 2010.
28 http://www.molsoncanadian.ca. Accessed: July 8, 2010.
29 http://www.molsoncoorscanada.com/en/Lifestyle.aspx. Accessed: July 12, 2010.
30 http://www.molsoncoorscanada.com. Accessed: July 7, 2010
31 New Coors Light Packaging Reinforces Brand Position as “The Worlds Most Refreshing Beers”.
July 14, 2009. Xanga. Accessed: July 7, 2010.
32http://www.portal.euromonitor.com.library.sheridanc.on.ca/Portal/ResultsList.aspx. Accessed:
July 8, 2010.
33 http://www.mythum.com/mobile-marketing-agency/press/case_study
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