E-Malt.com News article: USA: Coors Brewing Company unveils 2007 advertising campaigns

Coors Brewing Company unveiled its 2007 advertising campaigns for Coors Light, Keystone Light, Coors (The Banquet Beer), Molson Canadian and Killian’s Irish Red, at its annual distributor convention in Las Vegas, according to companys’ press release, March 20. 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.”

About Coors Brewing Company

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.


21 March, 2007