Coors Offers Neon Replica of Coors Light 12-pack

The objective was to create a new type of lighted display for off-premise promotion of the Coors Light brand. The solution was a neon replica of a Coors Light 12-pack that can safely sit atop or be built into the product stack. The Coors Light Stacker Neon Sign can also be used as a counter- or cooler-top display. A box configuration that inherently eliminates exposed electrodes and incorporates a low-voltage power source combines a natural-looking image with an efficient use of energy.The Light Stacker Neon was developed by Coors Brewing Co., The Integer Group, a promotional and marketing agency composed of former Coors executives, and Wordenglass & Electricity Inc., a Kalamazoo, Mich.-based neon sign manufacturer.The campaign's focus was to place a neon sign in end aisle or other locations on the sales floor (vs. the typical location in windows), in order to enhance brand recognition. Corporate Communications Director Dave Taylor explains that the Stacker Neon display is consistent with the premise behind all Coors merchandising efforts. "Coors is committed to being a leader and innovator in the light beer category. This program exhibits our commitment," he says.The Golden, Colo., brewer's innovative point-of-sale offering was nationally introduced in May 1995, with an initial pre-ordered production run of 750 units. It's considered an integral part of the Coors annual merchandising program as the latest among 60 items offered to distributors via catalog. Grocery and liquor store operators can direct brewery allocated dollars toward the Stacker Neon with the cost being under $100. The Coors Light box is 10 inches wide by 7 inches high by 5 inches deep.

Coors Offers Neon Replica of Coors Light 12-pack

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