THE MILLION-DOLLAR BRAND

The Coors Brewing Co. has taken steps to protect its marketing budget as it dangles $1 million in cash and prizes over the heads of its consumers.That's because specialty insurance is backing the "Zima Survivor Challenge," a sweepstakes that links its Zima alcoholic beverage to the "Survivor: Marquesas" television show.This type of risk management is enabling the Golden, Colo.-based brewer to make

The Coors Brewing Co. has taken steps to protect its marketing budget as it dangles $1 million in cash and prizes over the heads of its consumers.

That's because specialty insurance is backing the "Zima Survivor Challenge," a sweepstakes that links its Zima alcoholic beverage to the "Survivor: Marquesas" television show.

This type of risk management is enabling the Golden, Colo.-based brewer to make a big promotional splash without depleting its budget.

"This is an att

Register to view the full article

test - Advanced Registered User

Already a member? .