Coors Light begins Hispanic promotion - Coors Brewing Co.'s advertising campaign

Modern Brewery Age, April 22, 1991

Coors Light begins Hispanic promotion

A well-known Hispanic artist has designed innovative point-of-sale materials for Coors Light's "Pura Vida" advertising campaign, "capturing all the liveliness, excitement and festiveness of the Hispanic culture," according to a report from a Coors Brewing Co. spokesperson.

Carlos Fresquez of Denver, CO, has custom-designed the 1991 materials to meet the needs of Hispanic retail accounts selling the brand. Eight pieces made to fit every Hispanic festivity are available, including imprint streamers, banners, price cards, cooler door decals, border strips, table tents and pennants.

"The flavor of these |Pura Vida' materials gives the feeling of a festive party," explained Fresquez. "There is lots of energy in the images and patterns, which should appeal to all Hispanics."

Fresquez is a 1980 graduate of Metropolitan State College in Denver. His art has been exhibited nationwide and will be on exhibit at the San Francisco Museum of Modern Art this year.

PHOTO : THE SILVER BULLET recently introduced new point-of-sale materials which capture the "liveliness, excitement and festiveness of the Hispanic culture," according to Coors Brewing Co.