Coors Light Takes Women Seriously (Finally!)
Millennials have had a big impact on marketing strategies as brands work to figure out this highly sought-after market segment that ranges in age from 18 to 34.
One category in particular, beer brands, may be having some of the biggest challenges as it comes “under siege” by Millennials fed up with sophomoric ads that have long objectified pretty young woman.
Beer brands are getting a one-two punch because they are also under siege by the craft beer movement, last year grabbing 10.7% of share. To discount, turn off young woman, or worse, anger them, has long been a major misstep for many alcohol brands. The fact is that beer brands should be championing woman, who “consumed more than 17 billion servings of beer in 2014, or 25% of the volume of the category,” according to this New York Times article.
Some brands, in particular Coors Light, may have finally gotten the message. Its new campaign, “Climb On,” shows woman as they truly are: strong, brave and smart. Hopefully, more alcohol brands will follow Coors Light’s lead.