Is Coors turning to kids to help its market share?
Even though Pete Coors may say that, “21 means 21” in America, according to a May 30, 2003 CCNMathews wire MASEV, a “leading experiential youth marketing agency in Canada and the United States” has recently landed Coors Canada as a client. The company is “gaining recognition in the marketplace for its ability to conceptualize, develop and execute highly successful youth marketing programs for a wide array of corporate clients.” According to the 6/1/03 Promo, another agency that lists Coors as a client is the Alloy Marketing and Promotion (AMP) Agency, a division of Alloy, Inc. Alloy Inc. describes themselves as “a media, direct marketing and marketing services company targeting Generation Y, the more than 60 million boys and girls in the United States between the ages of 10 and 24.” This, of course, doesn’t necessarily mean that Coors is directly targeting the youth market, just that they are hiring agencies that specialize in directly targeting the youth market.
