News / Bud Light vs. Coors Light: Who Brewed the Best Media Strategy?

Bud Light vs. Coors Light: Who Brewed the Best Media Strategy?

Optimedia's Antony Young Compares Summer Media Plans
By Antony Young

Published: July 20, 2009


[EXCERPT]


The Hispanic market

Coors Light has a deliberate and deep program  targeting Hispanic consumers. It placed 19% of its TV budget in Spanish-language TV vs. 12% for Bud Light. Through its sponsorship of the Puerto Rican Day parades in New York City and in Chicago in June, Coors Light maintained specifically targeted out-of-home campaigns for those markets.

Bud Light's "Drinkability" campaign was also heavily promoted to the Hispanic market, where it was branded "Tomabilidad" in all Spanish-language media.

 

 


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