"Coors has definitely generated a lot of excitement among their wholesaler network, and even their competitors are acknowledging that something is happening," says Steinman. "They're starting to gain traction, but this is something that is going to take a while."
Coors will release complete numbers for 2002 early next month.
John Johnston
For those who drink young: Ron Askew refocused the Coors Light advertising campaign.
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But first, the twins -- and Coors Light -- are headed for the Super Bowl.
After a heavy ad buy throughout the playoffs, Coors is planning a big weekend in San Diego to cap off "Last Team Standing." That national promotion includes retail displays plastered with the NFL logo, free commemorative posters and "Countdown to Super Bowl" Coors Light radio spots -- all tagged with "official beer of the NFL."
Coors will not reveal how much it's spending on Super Bowl advertising, but according to ABC, the average thirty-second Super Bowl slot is selling for $2.2. million. And the game is only part of the Coors Light campaign for Super Bowl weekend.
"The NFL partnership is one of the most important things that we've done to build credibility with retailers, distributors and consumers," says Askew, "because it hits on all three buttons at once. It delivers instant credibility. It is truly one of the biggest steps that the company has taken to win."
Coors Light will be the drink of choice -- and the only beer -- at official NFL tailgate, hospitality and commissioners' parties, as well as at the NFL Experience, a downtown San Diego theme park designed by the NFL specifically for football fans.
The twins will host their own Maxim party, where select fans can meet the Klimaszewskis. "People definitely get excited when they see us in person," says Elaine. "It's been an incredible ride, and we're just trying to have fun with it."
They plan to watch the game, too. "We're not fanatical or anything about football," Diane says, "but we do enjoy the sport."
Back at Govnr's Park, the twins are still a hot topic.
"They shouldn't be making out," says 22-year-old Andrew Parkman, Tarbell's roommate and also a Metro State student. "It's wrong. They're sisters."
For the record, the twins do not kiss in the commercial where they appear to lock lips. But they do frolic and flaunt themselves and all the fun they're having, closing with a cheerful toast to good times.
"Being able to wrap it all up with a toast at the end, we're able to get away with less," Askew says. "Sometimes less is more. It's kind of like when you whisper, people listen to you more than when you yell. And that's exactly what we're trying to do with this group: get them to listen."
