Molson Coors CEO Peter Swinburn and CFO Gavin Hattersley mostly focused on acquisition in central/eastern Europe in presentation to Barclays Back to School Confrerence this morn. But a few points about US. Asked about new Lite ad campaign and brand health, Peter said brand has made “steady progress” tho “not spectacular.” Male bonding positioning provides “reference point” for Lite, and tho still “a work in progress,” Lite on “workable” platform to create new iterations. Noted “hugely positive” response to campaign from distribs back in Mar that led to “real lift” in sales volume, tho not so strong a depletions pop.
Peter also pointed out that measured by volume share change, both Coors Light and Lite have outperformed total premium light segment in every Nielsen all-channel 4-week period since Memorial Day 2011. Coors Light mostly gained share; Lite lost less than the category. He also signaled “significant acceleration” in mktg, gen & admin spending coming in US, “primarily” in Q4. Regarding consumer behavior, Molson Coors still sees “bifurcation,” with consumers willing to spend up for crafts and to experiment, while there are still pressures (unemployment, etc) that are forcing consumers down. That said, moving consumers from subpremiums up to premiums has been positive development, added Peter.
Lite Progress “Steady,” tho “Not Spectacular,” Sez Molson Coors CEO; “Workable” Platform
Publishing Info
- Newsletter: INSIGHTS Express
- Published: 09/04/2012
- Volume: 14
- Issue #: 98