Push for Latino legend induction into American Football Hall of Fame

Coors Light has started a campaign to induct Tom “The Iceman” Flores to the Pro Football Hall of Fame, famous for
being the first Latino quarterback and head coach in the NFL. Coors Light is running national TV ads, both in English and Spanish, and is selling limited edition cans with Mr. Flores pictured. In addition, an on-line petition is being promoted with incentives (free beer) to consumers ahead of the Feb 6th induction vote by the Hall of Fame selection committee. The brand positioning toward football fans during NFL Playoffs, along with a strong focus on Latino consumers is aimed to boost Coors Light market share in the Premium Light Beer category.