“In the history of any product category, you’ll find a very few big strategic ideas that drove major business gains. Search them out and study them carefully. Most of all, think about how they might work again. This is where creativity takes hold. Because with just the right fresh spin, these big ideas will always work again.”
By "study," the chief marketing officer who preached this look at history wasn’t talking about a quick trip through a historical reel of commercials. He drove his people and agency partners almost crazy compelling them to dig deeply into the history of beer brands to find inspiration for new success. Did all the energy he devoted to that effort pay off? You bet it did. Coors Light’s current focus on “ice-cold refreshment” was originally prompted by just such an analysis.
And that wasn’t the first time Coors Light benefitted from re-visiting, re-working, and re-generating another brand’s earlier marketing success.
Will these new IPAs with their more drinkable—sessionable—recipes be successful?
Bet on it.