I read this ad age article (hat tip to a Beer Wars’ Facebook post) about MillerCoor’s latest entry into the craft brew market. Colorado Native Lager is made entirely with ingredients from Colorado.
That’s a pretty cool idea. In fact, I have been planning to do the same thing, except my beer would be brewed in my family cabin near Estes Park and would be called “Colorado Cabin.” Oh, and it will also be an ale, not a lager. But I digress.
I also need to digress and point out that I’m sure this beer will be labeled as coming from A.C. Golden Brewery, which does its best to separate itself from Coors, even though I’m sure the A.C. stands for Adolph Coors. Coors does the same thing with Blue Moon, and it’s always irritated me.
Ok, back to Colorado Native. The other cool thing they are doing, according to the article is using mobile and social media channels for their advertising. The most innovative marketing technique is using SnapTag technology that lets users take a mobile photo of a special tag on the packaging and have a “conversation” with the beer.
I don’t usually buy products from the big breweries, but these gimmicks are right up my alley. My last batch of homebrew used grains grown and malted in Colorado’s San Luis Valley. Having lived in Colorado nearly my entire life, I have a vested interested in things like this.
I’m also interested in how people and companies use mobile phones to extend their lives and their brands. So, even though I feel like MillerCoors is trying to pull a fast one on consumers, I’ll buy Colorado Native at least once. If I can get as much enjoyment out of the SnapTag interaction as I did the game on the bottom of the Olympia caps while in college, it will be worth it.
Post new comment