Coors Light. From state of beer to state of mind
On Strategy Showcase
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Embracing the Chill: Coors Light's Brand Evolution
This chapter explores Coors Light's branding evolution, highlighting its transition from a focus on coldness to a broader cultural concept of 'chill.' It discusses the strategic shift in messaging that fosters a deeper emotional connection with consumers and redefines the brand's identity from functionality to lifestyle.
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