USA: Molson Coors plans 16 television spots to promote its Coors Light brand, including four aimed at Hispanics and one targeted toward African-Americans. Lee Buxton, chief marketing officer for Coors Brewing Company, revealed some of the newest advertising creative for Coors Light at the annual Coors distributor convention in Orlando on March 31. The heart of Coors Light marketing is to communicate that in every bottle, can and glass of Coors Light is the taste of Rocky Mountain cold refreshment," said Buxton. "In everything we do this year, we will engage our drinkers and dramatize our unique Coors Light benefits."

06 April, 2005