Adolph Coors set up a brewery company in Colorado in 1873. (Coorslight.com) One of the beers that they produced was Coors Light. “Although, with the declining market in the brewing companies Coors light was able to continue to increase its sales and was able to see revenues climbing by 4.3 percent in the past year to $2.2 billion.” (Lamb, Hair, & McDaniel, 2014) It is interesting to see that Coors Light has not changed any of the manufacturing process or the product itself, but was able to improve their promotional strategy in order to ensure that they were not affected by the declining market. They focused on advertising and public relations to sell the beer by using a catchy tag line, “Cold”. By encoding a simple word in their advertisement,
