COORS LIGHT TAKES GPS CONTEST NATIONAL
By Adnews Staff
Coors Canada is holding a national Coors Light GPS Bottle or Can promotion for the first time. Previously this contest was exclusive to Quebec. The initiative began on June 30. Certain specially-marked packages of Coors Light now contain a winning bottle or can equipped with a GPS transmitter that will be activated when opened. The geographic location of the winner will be beamed to the company by satellite, and a group of promotional workers will set out immediately to deliver the winner's prize. The five prizes consist of a 50" Sony WEGA television, a DVD player and a Star Choice satellite system with a year of top tier service. "Given the immense success of the Tracker Bottle promotion in 2001 and 2002 in Quebec, we decided to launch the program nationally," said Denis Ferlatte, brand manager for Coors Light. "Last year the promotion enabled Coors Light to increase sales and market share in Quebec and to project a progressive, innovative image to the brand's target consumer segment." The contest will be supported with an ad campaign consisting of radio, print, television and in-store advertising. Marketing Drive Worldwide produced the look and feel of the creative. Mondialis has adapted its TV ad from last year's campaign to run again in Quebec.