Source - Brandweek - Thursday, March 30 2006
Campaign From Coors Emphasizes the Cool
March 30, 2006 NEW YORK -- An extensive new creative campaign by Coors Brewing is getting ready for primetime, just in time for backyard grilling season.
The new spots for Coors Light, Coors Banquet, Keystone Light and Molson Canadian were shown Monday at the annual Coors distributor convention in Houston, a rep for the company said. The ads, which play on the theme of cooling down in hot, sticky situations, are expected to debut nationwide in May.
"The essence of Coors Light marketing is delivering on the promise of Rocky Mountain cold refreshment to our consumers on every occasion,” Andy England, CMO for Coors Brewing Company, said in a statement.
The ads were done by Foote Cone & Belding, Chicago; Bromley Communications, Miami; Carol H. Williams Advertising, Oakland, Calif.; The Integer Group, Denver, and The BrainStorm Group, Toronto.
The Golden, Colo.-based beer company would not disclose financials for the campaign. In 2005, it spent almost $200 million promoting its brands, per Nielsen Monitor-Plus.
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