TITLE

The mark of Zima: Sales rise again for punch-line product

AUTHOR(S)
Chura, Hillary
PUB. DATE
May 2000
SOURCE
Advertising Age;5/29/2000, Vol. 71 Issue 23, p42
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Discusses a resurgence in Coors Brewing Co.'s malt beverage Zima, after it faced discontinuation in 1997. Continuing rise in sales due to a shift in advertising, increased marketing dollars, and a slightly different taste profile; Effect that talk show hosts had on the beverage when they maligned it; How marketing executive Bill Weintraub salvaged Zima.
ACCESSION #
3154577

 

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