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 attention-grabber," ...

REGISTER TO VIEW THIS ARTICLE - Register for a Free Account

Why Register for FREE?

Registering for content on Supermarket News will give you INSTANT access to invaluable articles and media content that industry professionals rely on. You will have access to our special reports, feature articles, and industry analysis. It’s FREE, easy and quick.  What are you waiting for! In addition you will also receive a complimentary copy of SN's salary survey sent to you by email.
 

Click here to read the FAQ page if you have any questions (opens in a new window)
 

Attention Paid Print Subscribers:  While you have already been granted free access to SN we ask that you register now. We promise it will only take a few minutes! Or visit your profile and add your print magazine account number and zip code.

Already registered? here.