Coors Multicultural Marketing Announcement
April 13th, 2007
Posted by Danny Allen
Coors Brewing announced on April 9 that they were rolling out their 2007 multicultural marketing strategy.
Some of the statements in the release are remarkable for their recognition of the multicultural market and the need for multicultural marketing.
The release begins with the announcement that Mauricio Cardenas, Chief Officer, Latin America and US Multicultural Markets, will have a C-level position responsible for multicultural markets in the US and answer directly to the CEO. It then goes on to highlight the fact that Coors is making a specific effort to “tailor how [they] communicate [their] message to ensure it builds the personality of the brand and connects emotionally with multicultural consumers.” That’s pretty strong stuff. Good for Coors.
The media plan announced in the press release does not seem all that groundbreaking â€“ no interactive or other new media is mentioned, but one thing at a time, I guess.
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