Beer Commercial Comparison — Coors Light vs Dos Equis
Coors Light and Dos Equis are two different brands of beer. They are marketed in very characteristic ways to a different market segment. Generally, Coors Light seems to be marketed to young sports-minded males whereas Dos Equis is apparently marketed to an older segment with different values using an entirely different theme. Coors emphasizes a holistic aspect of the product whereas Dos Equis relies exclusively on the image that it hopes consumers will associate with the product.
Segmented Comparison
Coors Light beer has always emphasized sports in its advertisements, in particular, professional football. In previous advertisement campaigns, Coors has used several National Football League (NFL) coaches at press conferences. The clips of real press conferences are sliced so that the coaches seem to be responding to questions from Coors Light drinkers inquiring about the virtues of the product. The main characters in the commercials are males in their late 20’s who represent the typical football fans. They are apparently selected to appeal to the market segment that includes the core group of NFL football fans and they portray “typical” young adult males. All of the advertisements feature Caucasian males and include at least one African-American as well. By contrast, Dos Equis advertisements feature a single protagonist: the fictional unnamed character referred to simply as “the most interesting man in the world.” He is portrayed in the manner of James Bond: a distinguished-looking man in his late 50’s who has achieved success in every conceivable aspect of life. He is depicted as a worldly traveler who is apparently wealthy, successful, and extremely admired, both by male contemporaries and especially by women. The advertisements are clearly directed at consumers who consider themselves to be discriminating gentlemen of taste and class.
Holistic Comparison
The Dos Equis commercials rely exclusively on the implications about the character of the individuals who choose to drink the product. The commercials make no references at all to the holistic qualities of the product itself. By contrast, the Coors Light commercials also emphasize the special patented ‘freshness label” that indicates when the beer is perfectly chilled. The commercials also make explicit references to the clarity and purity of the mountain springs depicted in the product labels.
Likeness-Difference Comparison
The Coors Light commercials seem to combine three specific marketing messages: (1) the sports-minded “regular-guy” appeal of the main characters; (2) the sports-minded orientation of the characters and the implied testimonials about the product from the NFL coaches; and (3) the freshness and optimal coldness feature of the freshness label. The Dos Equis commercials ignore the characteristics of the product and focus exclusively on the messages and connotations implied about the character of the individual presented as the representative consumer of the product. However, that element is multi-dimensional in that it presents the imagery of professional success, leadership, the admiration of others, and the obvious sexual appeal to women. Whereas the Coors message is designed to appeal to consumers who see themselves as “regular, sports-minded guys,” the Dos Equis commercials are intended to appeal to consumers who are older and who either see themselves or aspire to be distinguished gentlemen of exquisite taste and consummate success in every aspect of life.
References
Cohen, J. “Coors Light Defines Super Cold.” Retrieved from BeerUniverse.com at:
http://www.beer-universe.com/beer-education-article/2011-05-23/Coors-Light-
Defines-Super-Cold/
Stevenson, S. “The Most Interesting Man in the World: The star of Dos Equis’ new ad campaign is too cool to shill beer.” Retrieved from Slate.com at:
http://www.slate.com/articles/business/ad_report_card/2009/05/the_most_interesting_man_in_the_world.html.
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