In a continuous effort to sell more beer and create buzz, Coors Light has come out with yet another product innovation. Tweaks in products or packaging is a widely used marketing tactic to increase performance in a lagging brand. A simple enhancement in size, and a "New and improved" sticker, can fool millions of consumers into buying more product. Coors light does this almost every quarter. First it was the wide mouth opening, then there was the "it turns blue" temperature activated bottles that indicates the perfect temperate for beer consumption, then the "frost brewed lining", and now the revolutionary vented opening that supposedly makes the beer come out better, if there even is such a thing. Here is a link to the PR article. I tried to search for a picture of the "vent" that improves beer drinking but nothing could be found. If you get a chance, check out the can, you will laugh once you see the vent- it is a small dent in the top of the can, about the size of a pencil tip!
You have to give the marketers credit for inventing these bogus ideas because Coors Light is the top selling beer in America. But honestly, anyone who buys the "vent" idea has to be lacking in brain cells. But the innovation, if thats what you want to call it, has increased buzz among beer drinkers! The ads on TV are pretty corny and funny as well. Coors is also planning a national venting day , to coincide with tax day. This Coors Light example hopefully can provide insight to marketers everywhere looking for ways to create some product buzz. An alteration or innovation can really stir things up in the consumer world.
