USA: Coors Brewing Company honored with an American Marketing Association EFFIE award

Coors Light and its agency Foote Cone and Belding, Chicago, have been honored with an American Marketing Association EFFIE award for 2006 for the Silver Bullet "Love Train" advertising campaign. Coors Light was recognized in the "Most Effective Alcohol/Beverage Marketing Communications Campaign" category.

The EFFIEs are among the most significant awards in the advertising industry because they pay tribute to the one truly significant achievement in advertising - results. Introduced by the New York American Marketing Association in 1968, the EFFIE Awards have since expanded to 30 countries on five continents worldwide.

"The Silver Bullet Train captures the essence of the Coors Light brand - Rocky Mountain cold refreshment. Ultimately, we know our advertising must be effective as well as entertaining and this campaign resonated with consumers and increased our brand's performance," said Jim Sabia, vice president of marketing for Coors Brewing Company. "We are proud of this campaign and also proud to receive the EFFIE Award for it."

The 2005 Coors Light ads feature special effects with a computer-generated Silver Bullet Train that interacts with the people it meets as it rolls across the country to the upbeat sounds of the O'Jays 1973 hit, "Love Train." The Silver Bullet Train comes to the aid of thirsty men and women and leaves cold refreshing Coors Light in its wake. The spots, developed by Foote Cone and Belding, combined the work of noted Hollywood effects shop, Digital Domain, and Hall of Fame R&B act The O'Jays.

Coors Brewing Company is a subsidiary of Molson Coors Brewing Company. 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 XXX.

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