When we are affected by the situation, it is easy to think that even a negative article or bad news justifies activating our crisis communication systems (if we have them, of course). However, it is worth knowing that, according to a 2023 study, every negative word in a headline increases the readership of a given article by an average of 2.3%. So, understandably, the press and readers will always be more interested in a headline that presents a situation in a negative light.
How do you bring the Colorado lifestyle and atmosphere to local journalists—and, through them, to their readers? This was the challenge we faced when planning the Hungarian launch of one of the world’s most popular beer brands. Our solution? Every element—from the venue selection to the program lineup and overall ambiance—was carefully curated to capture the refreshing, crisp essence of Coors. A key focus was highlighting one of the product’s most distinctive features: the color-changing blue label, which activates when the beer is perfectly chilled, reinforcing Coors’ signature cold refreshment. Through this immersive experience, we ensured that the Rocky Mountain spirit wasn’t just introduced—it was truly felt.
