Our Work – Project Highlights
Coors – Identity & Voice
Developing a Consistent Identity and Voice for Coors Brewers in the UK
Challenge
Coors trade communication was disparate and confused. Since becoming established in the UK, the company had not developed a clear identity. Attention were briefed to generate a corporate communication platform to unite all the brands, whilst promoting the Coors parent brand and its quality-focused positioning.
Insight
Trade Communication typically has a very sales-oriented approach. We would need to develop a consistent customer-focused approach in all communication. This should be finally underpinned by Coors’ ‘human-face’.
Solution & Results
Attention created a logo device, corporate ‘flow curve’ and copy platform that could be used across all trade press. The device was also adapted to create brand-specific communication under the Coors umbrella. Attention developed differentiating trade advertisements that incorporated the three core brands. The executions carried core portfolio messages such as glassware innovations and the comprehensive quality programme. Universal brand guidelines were then developed and distributed across the business and amongst key suppliers.
The trade ads have generated an enormous response. Coors now has a distinct positioning in the trade and creative communications that reflect the production quality and strengths of the core brands.