USA:Coors Brewing Company unveils 2006 Advertising

Coors Brewing Company revealed the newest advertising creative for Coors Light, Coors Banquet, Keystone Light and Molson Canadian at the annual Coors distributor convention in Houston today. Creative work by Foote Cone & Belding, Chicago; Bromley Communications; Carol H. Williams Advertising and The Integer Group was presented.

The new Coors Light advertising campaign continues to ride the success of the popular Silver Bullet Train. The latest spots will bring the train to even more engaging and surprising locations in 2006. The series will reinforce that no matter what the occasion, Coors Light always delivers the ultimate in cold refreshment.

"The essence of Coors Light marketing is delivering on the promise of Rocky Mountain cold refreshment to our consumers on every occasion," said Andy England, chief marketing officer for Coors Brewing Company. "In everything we do this year, we will invite beer drinkers to immerse themselves in the unique cold taste of Coors Light."

Keystone Light makes a rather smooth return to television advertising in 2006 with two national spots that will bring humor to tricky social situations. The ads emphasize that Keystone Light always goes down smooth, even when life does not.

In new advertising, Molson Canadian is portrayed as the import that is welcome at every occasion from a party with friends to a family dinner. The Coors Banquet creative focuses on the fact that 90% of every beer is water and showcases the appeal of the clear, cold Rocky Mountain water used to brew Coors Banquet.

"Building strong brands is our number one marketing priority," said England. "Our advertising creative, promotions and packaging are all based on understanding our consumers and conveying each brand's unique point of difference and positioning."

The television spots will be complemented by a full marketing mix of promotions, radio, print, interactive and outdoor advertising.

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