Social Listenign Blog

 I have decided to do this blog post on Coors light. Coors light is a very large beer company and switched between 2nd and 3rd top selling beers on the market. I picked this company because it is the company that I chose to do for last week's project. I figured it would be a good segment to be able to work on this project since I have done some background research on the company. I also am very interested because they are one of the top beer brands that are seen almost everywhere. Coors light has commercials, billboards, and ads all over the place. They use a lot of these forms of marketing to be able to spread their brand. The company is still in the top 2 and 3 of beer companies, but they have recently in the end of last year got into some lgbtq controversy. Although they went through this controversy, they have so many dedicated fans that are always going to be customers and always buy their beer.  

Coors light loves interactions with their customers. They are very reactive on Twitter, Instagram and even Facebook. There are all forms of social media that are used all over the world. Coors Light's value proposition centers on being the "world's most refreshing beer," highlighting its cold, crisp taste and natural ingredients. The brand aligns itself with themes of relaxation and outdoor adventure, positioning itself as the go-to beer for those looking to unwind and enjoy a refreshing experience. We see some of these techniques like in the color changing cans. When the beer is nice and cold we can see that the mountains on the can are blue, and when it is more warm, the mountains are more of a grey. They tend to target younger and newer drinkers who are just turning 21 who may not have a drink of choice. They market to these younger people and lots of sports enjoyers. Like I said earlier, beer is associated with many sports, and these are the people they market to. 

A big talk recently is that they are doing a marketing campaign of, “ A case of the mondays”, which is a new marketing campaign targeted to the upcoming spring and summer. They have a different box but in the same classic design. They also released a merch drop seen below. People are loving the new clothes, with some comments on their Instagram post being, “We have a case of the Mondays, no more winter please!” This was commented by a follower of Coors Light by the name of Block1224.

Another example of a comment on a different Instagram post is, “This weekend gonna be a lotta Mondays. And it's gonna rock.” This comment was posted by a different follower under the name of york_austin. This comment was under a post of the new box of Coors being crushed in between two elevator doors. I think this is a play on people “crushing” beers and being able to crush their Monday's. 

https://www.instagram.com/coorslight/?hl=en

They are currently focused on this new marketing campaign, and a lot of their recent posts, and merchandise and new boxes designs all revolve around “case of the mondays.” They have a main goal of selling their beer, but marketing their new clothing apparel is a great way for people to see their new campaign without being direct. If another person sees someone wearing the certain shirt, it may cause them to think about Coors and want to purchase their product. 

I think that their activity on social media is good. They use all forms like Instagram, Facebook, and Twitter frequently. I do believe that they could use it more because as of recently they are posting about every 2 to 3 days, and that could be everyday. But they are staying active in the comment sections, replying to certain peoples comments from here and there. The contents of their posts are always about them and their brand, and always people having a good time. They want their beer to be associated with people enjoying their time drinking their product. You see a lot of smiling faces and people doing activities together. 

Coors Light uses a lot of social media practices to engage new customers. Instagram came out in 2010, and a lot of its users are either above the age of 21, or are close to. A lot of the people who grew up on Instagram and have been users for a long time are turning 21, and the more they are able to market themselves to these people just turning 21 and who recently are getting into drinking, if they can get them on their side, they will be able to get more and more customers. They use certain marketing techniques and are huge into sports, which attracts a lot of younger people, who may not have a “dedicated” beer yet. These people will see Coors more and more and can get onto their side and always buy their product. They are currently down 2% to their last year's sales. They are hoping that with some of the new marketing techniques and campaigns they are throwing our way, they will be able to flip that number to positive.

If I were in the shoes of the brand manager, I would be continuing their social media posts on twitter, and reacting with some big trends going on. Although I would look into marketing on tik tok. Tik tok is one of the biggest apps ever released, and as the demographic is younger, there are millions of users over 21, and close to turning 21 as well. Marketing on Tik Tok would be very easy, with how many viral trends there are, they can do the trend with their own twist on it. Or just the trend and have their beer in the background where people may see it. Even having the box where people can see, interests people, and convinces them to buy it. 

I learned a lot about how businesses run their social medias ro new people and newer campaigns.