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Navigating Advertising in Post-Revolution Egypt: Coors Light's Strategic Shift

In the wake of Egypt's revolution, marketing strategies must evolve. Coors Light faces a unique challenge as it competes with Budweiser in a rapidly changing landscape. With a new slogan promoting peace and a focus on targeting the younger demographic, it's crucial to respect the maturity of this audience. Economic, political, and cultural forces will shape the advertising approach. As Coors plans to boost marketing by $50 million and execute immersive conventions, staying mindful of the revolution and its impact on consumer sentiment will be key to success.

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Navigating Advertising in Post-Revolution Egypt: Coors Light's Strategic Shift

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Presentation Transcript

  1. Advertising in Egypt after revolution Coors’ Light cold train hurtling toward Bud International Marketing Ryan Collins

  2. What’s next? • New atmosphere • Be mindful of the revolution • New global tourism campaign slogan • Old = “Egypt, where it all begins” • New = “Welcome to the country of peaceful revolution”

  3. Who to target? • Younger crowd • Respect the maturity of the young people • Higher media interest • Coca-Cola • Facebook

  4. Foreign environment (uncontrollable) Economic forces Political/legal forces Domestic environment (uncontrollable) Competitive structure Competitive Forces Political/ legal forces (controllable) Cultural forces Price Product Channels of distribution Promotion Geography and Infrastructure Level of Technology Economic climate Structure of distribution

  5. MillerCoors: CoorsLight • Close to dethroning Budweiser • “Budweiser is going down, baby” • Bud Light still king * Source: Beer Marketer's Insights

  6. Coor’s Plan • Pep-rally-like conventions for distributors • Increase marketing spending by $50 million • Continue “Man Up” campaign • “Taste Points”

  7. Foreign environment (uncontrollable) Economic forces Political/legal forces Domestic environment (uncontrollable) Competitive structure Competitive Forces Political/ legal forces (controllable) Cultural forces Price Product Channels of distribution Promotion Geography and Infrastructure Level of Technology Economic climate Structure of distribution

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