Coors targets women with 99-calorie bottle

16 April, 2009

Molson Coors is launching packs that flag up the calorie count of a 33cl bottle of Carling lager.

The 99-calorie bottle packs are aimed at attracting more women to the brand, which will be advertised in specialist women’s media for the first time.

The pack is designed to counter consumer perceptions that beer contains more calories than it actually does.

Director of marketing Martin Coyle said: “Research has shown that stating the calorific content of Carling will result in increased female appeal.

“Our brewing recipe and the beer remain exactly the same but by introducing a new bottle that clearly communicates the 99-calories message, three-quarters of the women we spoke to responded to the brand more positively.”

He added that Carling’s calorie count was less than half that of the equivalent measure of wine.

The pack design will appear across fours, sixes and 20s from this month, and be backed by ads in June editions of Closer, OK, Now and Heat.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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