Coors Brewing Company Unveils 2007 Advertising

Business Wire, March 20, 2007

Coors

"Anthem"

Agency: Draftfcb, Chicago

Music: Original

Voiceover: Sam Elliott

Tagline: The Banquet Beer

Summary: The spot shows several different scenes featuring an adult man enjoying his surroundings in a beautiful Colorado mountain setting. We focus on his same fishing hole, same friends, same best friend (his faithful yellow Labrador) and same watering hole. The spot ends with the man enjoying a Coors beer - made from the same ingredients and only Rocky Mountain water - with his friends over a game of pool.

"Traits"

Agency: Draftfcb, Chicago

Music: Original

Voiceover: Sam Elliott

Tagline: The Banquet Beer

Summary: The spot focuses on a man enjoying his Rocky Mountain surroundings while a voiceover, delivered by Sam Elliott, touts Coors' unrelenting commitment to using the same ingredients and only Rocky Mountain water in brewing their beer.

Keystone Light

"Little Help"

Agency: Draftfcb

Music: HUM Music

Tagline: Always Smooth. Even When You're Not.

Summary: Two of our guys spot a "damsel in distress" in the beer aisle of a c-store. Our hero approaches with confidence to lend his assistance but quickly realizes his help is not needed. The take away: You can't always be smooth, but your beer should be.

"Pull"

Agency: Draftfcb

Music: HUM Music

Tagline: Always Smooth. Even When You're Not.

Summary: One guy in a convenience store struggles to slide open the cooler door to grab a pack of Keystone Light. When a woman suggests that perhaps the door "pulls" instead of "slides" open, the encounter doesn't end smoothly. The take away: You can't always be smooth, but your beer should be.

Molson Canadian

"Here's to Good Nature"

Agency: Taxi, New York

Music: Original

Tagline: "Here's to Good Nature"

Summary: This campaign illustrates that every bottle of Molson Canadian is filled with all the good nature of Canada. Special effects show the beer transforming into Canadian wilderness in social bar situations.

Killian's Irish Red

"Slow Down"

Agency: Taxi, New York

Music: Original

Tagline: "We take our time to brew it. Please take your time to enjoy it."

Summary: In the TV spot, a man walks into a bar, and slowly discards the trappings of his corporate day, like his jacket, briefcase and PDA. The bartender sees him walk in, and sensing his customer is in the mood for something different, begins pouring a Killian's. However, the bartender won't serve the Killian's until the man hands over one last remnant from his day - his watch.

About Coors Brewing Company

Coors Brewing Company is a subsidiary of Molson Coors Brewing Company (NYSE: TAP)(TSX: TAP). It is the third largest brewer in the U.S. The company's U.S. brands include Coors Light, Molson Canadian, Coors, Killian's Irish Red, Keystone, Blue Moon, Coors NA and Zima. For more information on Coors, visit the company's Web site, www.coors.com.