Molson Coors is to continue its nationwide sampling campaign for its Animée range of beers, which are targeted at women. The range of beers, which launched in July last year, are aimed to fill a £3961 million gap in the market created by only 17%2 of women opting for beer at the shop shelves and at the bar.
Following a successful city sampling campaign in December, the next stage will involve four weeks of activity in Tesco stores across London, the South East, East Anglia in the Midlands. This will be followed by a further month of activity in the aisles of Morrison’s stores in the same regions. Women visiting 100 Toni and Guy outlets across the country will also be able to enjoy the fresh taste of Animée whilst having their hair styled.
Kristy McCready, communications partner at Molson Coors explains:
“This sampling gives us a great opportunity to introduce thousands of women to the fresh taste of Animée. The campaign has been planned brilliantly to ensure that we reach the right women, at the right time.
“The female market is crucial to the long term health of the UK beer industry. Animée is intended to repair beer’s reputation amongst women by being sophisticated and feminine, without being patronising.”
Animée, which comes in three varients; zesty lemon, crisp rose and clear filtered, is the result of two years of product development driven by industry and consumer insights from the BitterSweet Partnership, a multi-million pound business set up by Molson Coors in 2009 to remove the gender imbalance that exists around beer consumption and make beer an aspirational choice for women.
Lightly carbonated and with an ABV of 4%, Animée aims to dispel the idea that all beer tastes the same.
The sampling campaign has been planned and will be executed by experiential agency Sense London.
Kelda Reddrop of Sense London says of the campaign:
“It was important to Molson Coors that the sampling activity was aimed at a broad cross section of female consumers. The campaign we’ve designed does just that – with women doing the weekly shop or those having their hair done given the opportunity to try Animée.”
The sampling activity, which will be expanded in pubs and bars later in the year, follows a successful outdoor advertising campaign in the second half of 2011. The next stage coincides with a social media drive for Animée, including a new Facebook page for the brand, where the sampling activity will build enthusiasm through competitions and news.
About Molson Coors Brewing Company
Molson Coors Brewing Company is a leading global brewer delivering extraordinary brands that delight the world’s beer drinkers. It brews, markets and sells a portfolio of leading premium brands such as Coors Light, Molson Canadian, Carling, Blue Moon, and Keystone Light across North America, Europe and Asia. It operates in Canada through Molson Coors Canada; in the U.S. through MillerCoors; and in the U.K. and Ireland through Molson Coors (UK). For more information on Molson Coors Brewing Company and our portfolio of brands, visit the company's website, www.molsoncoors.com.
In the UK, Molson Coors has over 2,300 employees and breweries in Burton on Trent, Tadcaster, Alton, as well as the Sharp’s brewery in Rock, Cornwall. It has a market share of almost 20% of the UK beer market. Our portfolio includes Carling, the UK's best selling lager for three decades, Coors Light, Grolsch, Worthington's, Caffrey's, Cobra, Corona, Doom Bar, Singha and a range of speciality beers.
Contact details for further information
For further information contact the Molson Coors Corporate Press Office on 0207 025 6680 or email email@example.com