Coors Brewing Company Unveils 2007 Advertising

Business Wire, March 20, 2007

New Tagline for Coors Light and Coors, The Banquet Beer, Returns to Its Roots

GOLDEN, Colo. -- Coors Brewing Company unveiled its 2007 advertising campaigns for Coors Light, Keystone Light, Coors (The Banquet Beer), Molson Canadian and Killian's Irish Red today at its annual distributor convention in Las Vegas. Creative work from DraftFCB-Chicago, Taxi New York and Avenue A Razorfish was featured.

The Coors Light campaign features a new tagline, "The World's Most Refreshing Beer," a nod to the brand's successful positioning as the beer as cold and refreshing as the Rocky Mountains. The campaign includes a series of ads featuring unusual record holders, including the World's Fastest Man, The Strongest Man in the World and the World's Fastest Eater. In keeping with its position as a leader in "cold in hand" innovation, the campaign also includes spots that highlight the latest round of Coors Light product innovations, including the Cold Activated Bottle.

"With a taste inspired by the Rockies, Coors Light is the world's most refreshing beer. These new ads bring our cold refreshment positioning to life in a fun but meaningful way," said Andy England, chief marketing officer for Coors Brewing Company. "Our advertising has been a key factor in the success of the brand."

Coors Light is also unveiling a targeted online campaign that reminds adult consumers to "Catch the 4:53 to Happy Hour." At 4:53 p.m., the Coors Light Silver Bullet Train will "visit" adult consumers via major web portals and encourage them to reward themselves at the end of the work day with the "World's Most Refreshing Beer."

Coors, also known as The Banquet Beer, is launching a new campaign that taps into the heritage and mystique that people associate with the original "yellow belly" can. The TV spots include a voiceover by actor Sam Elliott and were shot entirely in Colorado and feature a Colorado-based cast. The ads demonstrate Coors' unrelenting commitment to brewing with only Rocky Mountain water and high country barley resulting in the same full-flavored taste that gives the beer its loyal following.

Keystone Light introduces new executions from its successful "Always Smooth, Even When You're Not" campaign. In the humorous examples of awkward or "unsmooth" situations, the brand is featured as the one thing that can be counted on to be consistently smooth.

In a new campaign, Molson Canadian is aligning itself with one of Canada's greatest assets - nature. In the "Here's to Good Nature" campaign, mysterious imagery transforms Molson Canadian into striking Canadian nature scenes. Every bottle of Molson Canadian is filled with the good nature and taste as big as Canada.

Killian's Irish Red makes its return to television with an ad centering on a man's need to take the time to slow down and unwind. The "Never Rushed" campaign draws its inspiration from Killian's unique brewing process in which brewers slow-roast the malts until they become caramelized. The spot shows a man walking into a bar, and before he is allowed to enjoy a Killian's, he must discard the trappings of his corporate day, including his briefcase and PDA. The spot closes with, "We take our time to brew this beer. Please take your time to enjoy it." The "Never Rushed" campaign also includes out-of-home and radio ads.

"Coors Brewing Company has a strong portfolio of brands that appeal to every type of adult beer drinker," said England. "These new ads tap into the attributes that consumers associate with and value in each of our brands."

The television spots are just one element of a complete mix of retail, out-of-home, radio, online and other marketing programs to support the brands in 2007. Following are summaries of some of the ads:

Coors Light

"Strongest Man in the World"

Agency: Draftfcb, Chicago

Music: Original Music

Tagline: "The World's Most Refreshing Beer"

Celebrity Involvement: Magnus Ver Magnuson

Summary: Coors Light presents the Strongest Man in the World - Magnus Ver Magnuson. On a hot summer evening, Mr. Magnuson makes his way through his neighborhood to his local bar. On his way to the bar he lifts a car to help a man change his tire, he inadvertently pulls the front door off the bar upon opening it, and he gives his friend a pat on that back that is so forceful that it sends him to the ground. And after a long strenuous day, the strongest man in the world orders the world's most refreshing beer, frost-brewed Coors Light to quench his thirst.

"World's Fastest Man"

Agency: Draftfcb, Chicago

Music: Original Music

Tagline: "The World's Most Refreshing Beer"

Celebrity Involvement: Michael Johnson

Summary: Coors Light presents the World's Fastest Man - Michael Johnson. On a hot summer evening, Michael makes his way through his neighborhood to his local bar. Michael holds the world's 200 and 400 meter records and manages to make his way through the neighborhood faster than people can realize. After moving this quickly, the world's fastest man orders the world's most refreshing beer, frost-brewed Coors Light to quench his thirst.