The Coors Organic Team Explains The Thinking Behind Their Newest Brew
Coors Organic
New innovative products are hitting the shelves in your local liquor store. Coors is now releasing a new organic line of their famous beer! Offering all of the great taste you love with the added health benefit of being organic! Coors has always valued the opinion and tastes of their customers, which is why they’ve created Coors Organic as a solution to the growing demand for organic products. Coors Brand Manager, Kate Hanrahan and their Senior Marketing Manager Garrick Frittelli share why they’ve introduced the new line, and how they’re getting it into the hands of their valued customers.
Why has the brand gone this organic direction?
We pay close attention to our consumers and are in-tune with the lives they live, which has been a driving force behind the diversification of our beers and why we believe Coors Organic is the perfect new addition to the Coors family. We have been seeing a growing trend amongst consumers seeking simple, natural and organic ingredients for their intended better for you qualities. Consumers are overwhelmed by the complexity of daily choices and with that comes a level of confusion and uncertainty – they want a simple choice and that’s what Coors Organic delivers on. A refreshing, premium brew to make those mindful choices easy while still delivering on Coors Family of brands classic core value - mountain cold refreshment. This is really what sparked the idea for an organic beverage brewed with high quality, minimal ingredients.
What campaigns are you running to go along with the launch?
It’s always exciting to be able to introduce a brand new product to the market, and the COVID-19 pandemic added another layer to our approach. With National Organic Month taking place this past September, we thought what better way to launch our new certified organic product to the market. In today’s world Canadians are seeing the power in leading simpler lives, prioritizing the familiar and using a minimalistic approach. Coors Organic is brewed with just one thing in mind – simplicity. This is what inspired our expertly crafted brew made with simple, organic ingredients for an elevated taste refreshment. As a brand we exist to make lives refreshingly simple and this can be seen in everything we do including our refreshingly simple communications that highlight the product’s core functional benefits. We worked with Citizen Relations on an integrated national media relations and influencer marketing campaign, tapping a diverse range of Canadian creators who are navigating the fast-paced complex world and proactively leading simpler lives. In tandem with those efforts, we also implemented a national product seeding program that lived and breathed simplicity with a simple sustainable box to let the product shine.
Our PR approach is being complemented by OOH advertising and digital programmatic led by Wavemaker, select market guerilla COVID-19 friendly sampling led by SDI and a strategic organic and paid social program being owned by Underdog Ltd.
What trends are you seeing with consumers' desire to choose organic?
Over the past few years, we have seen consumers increasingly challenge both the ingredients and quality of the products they consume. Consumers are more knowledgeable than ever about the quality and effects of what they put in their bodies, but with that desire to choose better-for-you ingredients, they are feeling overwhelmed by the endless and complicated choices that keep popping up. We kept seeing a trend in the desire for simplicity; seeking easy decisions that are going to improve their everyday lives.
Not to mention the growing consumer trend within the organic market. Sales of organic food and beverage products in Canada have increased 57% over the past 5 years with consumers spending more than $5 billion a year. Consumers are continuously putting health and wellness at the forefront of their daily lives. With 67% of Canadians purchasing organics weekly we saw an opportunity to tap into this growing market and provide a new refreshing organic beer expertly brewed with simple ingredients to help consumers make more mindful choices from a brand they trust.
Sources:
https://www.freshplaza.com/article/9198986/canada-organic-food-sales-rise-57/ (2020); 2. https://www.theglobeandmail.com/life/adv/article-best-in-class-organic-beer-produced-with-care/ (2018)
Written by Darian Kovacs, host of the Marketing News Canada News Show and founder of Jelly Digital Marketing and PR.