Coors unveils new Halloween campaign

Modern Brewery Age, August 31, 1992

The Coors Brewing Co. has again invited Elvira, "Mistress of the Dark," to promote Coors Light during the brand's "Fright Zone" Halloween campaign.

"Coors Light will definitely be the 'fright' beer this Halloween," noted Bob McBride, brand director. "Coors Light pioneered Halloween promotions back in 1983, and it's the right time now to capitalize on this key holiday and the proven success of Elvira."

This year, Coors Light will team up with Home Box Office (HBO) to offer consumers a value-added reason to purchase the brand. Using information from specially-marked 12-packs and off-premise tear-pads, consumers can get information on a $10 rebate on HBO installation.

Additionally, point-of-sale materials will again include a life-size, full-figure display to attract attention, McBride said.

Additionally, on-premise customers can find longneck bottles featuring one of three different Halloween-themed neck labels.

"Coors Light is still one of the fastest growing beers in the premium light category," McBride stated. "The Silver Bullet grew by double digits again in 1991, far outpacing category growth as well as its major competition."