Coors LightR Debuts Hispanic Super Bowl Marketing Initiatives

“According to the NFL, 77 percent of bilingual Hispanic men ages 21 to 34 consider themselves football fans. Super Bowl is right around the corner and Coors Light®, the official beer sponsor of the NFL, is rolling out bilingual Super Bowl promotional packaging in Texas and California this month to reach the growing Latino segment of football fans.

“The popularity of NFL football among Latinos in the U.S. continues to grow at an accelerated rate,” said Paul Mendieta, marketing director, U.S. Hispanic and Latin America, for Coors Brewing Company. “Appealing to Latinos’ affinity for the NFL around the Super Bowl, the biggest football event of the year, allows Coors Light to bring an exciting brand experience to this consumer.”

The Super Bowl-themed bilingual packaging incorporates the Coors Light, NFL and Super Bowl XLI logos in its design. The Super Bowl XLI tagline “One Game. One Dream.’ appears on the packaging in English and Spanish Un Juego. Un Sueño. Consumers can find commemorative cans inside.

In addition to the new packaging, Coors Light is the presenting sponsor of Tazón Latino I Latino Bowl I the first-ever nationally televised flag football game between ex-NFL players and Latino celebrities. The game will be filmed during Super Bowl week in Miami and will air Saturday, Feb. 3, 2007 at 5:00 p.m. on Telemundo.

In select markets, Coors Light will hold a sweepstakes where consumers have a chance to win a trip to Miami to attend Tazón Latino I. For details on how to enter the sweepstakes, consumers can visit participating retail locations where official entry forms are available on counter cards to tear off and mail in.”

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