NEW YORK – Coors Brewing Co. is planning to mold the brand identity of its Coors Light brand within the adult African-American and Latino American population, reports Media Post's Marketing Daily.

“We tailor how we communicate that message to ensure it builds the personality of the brand and connects emotionally with multicultural consumers,” Mauricio Cardenas, Coors chief officer, Latin America and U.S. multicultural markets, said to Marketing Daily.

The Latino focus will feature a bilingual campaign with the tagline “Refresca Tu Mundo,” an interpretation of the general market brand tagline, “The World’s Most Refreshing Beer,” which was introduced last month in conjunction with a targeted online campaign that reminds adult consumers to “Catch the 4:53 to Happy Hour.” The African-American marketing and retail promotions will feature street-level marketing, radio, out-of-home and print ads in key markets.

Coors spokesperson Kimberly DeVigil told the news source that many of the marketing initiatives will roll out this month.