USA: Coors Brewing Company launches Responsible Drinking Campaign with OnSite Network

Just as America celebrated its birthday, Coors Brewing Company launched a drunk driving prevention campaign, "You Hold the Key. Never Drive Drunk.", PRNewswire communicated on July 9.

Coors Brewing Company is dedicated to helping prevent drunk driving and wants consumers to be aware of the dangers of driving drunk. While an estimated 100,000 consumers are watching Olympic trials and baseball games carried on OSN screens, they will be encouraged to think ahead and plan for a safe ride.

The campaign, which targets males 21-34, broke over the July 4th holiday weekend. It will run in over 60 locations including Chicago's top sports bars and T.G.I. Friday's(R) restaurants across Chicagoland.

The Coors campaign will be featured on OSN's Chicago network through December 2008. This timeline will enable Coors to cover several major sporting events and seasons when sports bars have the most viewers. These include the MLB season and World Series, the NFL season, NASCAR Racing to the Finish and the 2008 Summer Olympics, among other opportunities.

Creative is based on a campaign developed by DraftFCB. Creative production for OnSite Network was completed by OSN's internal staff.

09 July, 2008