Coors Light is a 4.2% ABV light beer brewed in Golden, Colorado and Milwaukee, Wisconsin. It was first produced in 1978 by the Coors Brewing Company.
The beer has a "Cold Certified" label which turns the mountains on the label from white to blue when the beer's temperature is lowered to 4 degrees Celsius (39 degrees Fahrenheit). Coors Light has a "mountain icon" to represent the beer in place of the logo. The icon is a stylized drawing of a mountain with two peaks. The bottom has a tail that signifies movement (https://en.wikipedia.org/wiki/Coors_Light).
(www.molsoncoors.com/en/brands/signature-brands/coors-light)
There were a number of trends occurring in the mid-1970s. Health was one of the most discussed topics in the American population. The baby-boomer generation was reaching their drinking age, and therefore they gave the beer drinking demographic a shift. They were concerned about their health, but they also wanted to drink beer. There was a growing interest in low-calorie beverages. In 1975, light beers made up only 1 per cent of beer consumption in the USA, and by 1994, they accounted for 35 per cent of all domestic beer sold in the USA. For this reason the industry was shaped. In 1978, Coors introduced the popular Coors Light brand.
Coors Light advertisings highlight the quality of the beer as the most refreshing place on earth. Additionally, Coors Light ads are designed to target young demographics. The stories behind the ads seek to capture the attention of young people, situating them in cool places they would like to be. Cavalry Agency out of Chicago, IL, is the current Advertising Agency for Coors Light. They are responsible for the 'Reach For The Cold' Campaign featuring the Coors Light Explorers. Additionally, on April 2013, the agency produced a Digital Video for Coors Light ad known as Coors Light the brewer ambushes a summer pool party with the frosty taste of winter. The T.V. ad was considered the ad of the week in the Adweek publication (https://en.wikipedia.org/wiki/Coors_Light).
