Coors Brewing Company Unveils 2006 Advertising; The Love Train Rolls On and Keystone Light Joins the Party.GOLDEN, Colo. -- Coors Brewing Company (NYSE NYSE See: New York Stock Exchange : TAP)(TSX TSX Toronto Stock Exchange (TSE before April, 2002) TSX Transfer from Stack Pointer to Index TSX True Space Extension : TAP) 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 integer: see number; number theory Group was presented. The new Coors Light advertising campaign continues to ride the success of the popular Silver Bullet silver bullet - magic 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 im·merse tr.v. im·mersed, im·mers·ing, im·mers·es 1. To cover completely in a liquid; submerge. 2. To baptize by submerging in water. 3. 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 humor, according to ancient theory, any of four bodily fluids that determined man's health and temperament. Hippocrates postulated that an imbalance among the humors (blood, phlegm, black bile, and yellow bile) resulted in pain and disease, and that good health was 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. Following are some of the spots slated to air throughout 2006: Coors Light Spots "Subway" Agency: Foote Cone & Belding, Chicago Music: The O'Jay's "Love Train" Tagline: "Taste the Cold" Summary: At the end of a long, hot workday, a group of people on a subway platform anxiously wait for the train to arrive. Much to their surprise and delight, the train that arrives is the Coors Light Silver Bullet Train, delivering Rocky Mountain cold refreshment as it passes by. "Road Crew" Agency: Foote Cone & Belding, Chicago Music: The O'Jay's "Love Train" Tagline: "Taste the Cold" Summary: On a hot summer day, the whistle blows signaling the day's end for a weary road crew. As the crew wraps it up, they see something in the distance heading their way. It's the Coors Light Silver Bullet Train, blasting down the road and tossing ice-cold Coors Lights to the grateful workers. "Oil Field" Agency: Foote Cone & Belding, Chicago Music: The O'Jay's "Love Train" Tagline: "Taste the Cold" Summary: At a remote oil field, hot sweaty sweat·y adj. sweat·i·er, sweat·i·est 1. Covered with or smelling of sweat. 2. Causing sweat: a sweaty job. workers walk away from the oil well after a job well done. Suddenly, the workers look back and see something shimmering shim·mer intr.v. shim·mered, shim·mer·ing, shim·mers 1. To shine with a subdued flickering light. See Synonyms at flash. 2. in the distant heat waves. It's the Coors Light Silver Bullet Train, quickly approaching and then blowing by as it delivers Rocky Mountain cold refreshment to all the workers. "High Rise" Agency: Foote Cone & Belding, Chicago Music: The O'Jay's "Love Train" Tagline: "Taste the Cold" Summary: On a hot summer evening, the air conditioning air conditioning, mechanical process for controlling the humidity, temperature, cleanliness, and circulation of air in buildings and rooms. Indoor air is conditioned and regulated to maintain the temperature-humidity ratio that is most comfortable and healthful. unit in a high-rise building high-rise building Multistory building taller than the maximum height people are willing to walk up, thus requiring vertical mechanical transportation. The introduction of safe passenger elevators made practical the erection of buildings more than four or five stories tall. is beyond repair. As the tenants suffer in the heat of their apartments, the building's maintenance man gets an idea. He runs from apartment to apartment turning lights on and off. Why? We pull back to a wide shot of the building to see that he's used the lights in the windows to create a giant Coors Light logo. This logo is the signal that calls the Coors Light Silver Bullet Train. "Crop Circles" Agency: Foote Cone & Belding, Chicago Music: The O'Jay's "Love Train" Tagline: "Taste the Cold" Summary: In a small farming town, in the midst Adv. 1. in the midst - the middle or central part or point; "in the midst of the forest"; "could he walk out in the midst of his piece?" midmost of a heat wave, news reporters, military personnel and townspeople gather to see a mysterious crop circle. We pull back to see that the crop circle is in the shape of the Coors Light logo. This logo is the signal that calls the Coors Light Silver Bullet Train. The Train arrives and saves the day as it delivers Rocky Mountain cold refreshment to everybody on the scene... including the friendly aliens who made the crop circle. "Wedding" Agency: Foote Cone & Belding, Chicago Music: Original Tagline: "Taste the Cold" Summary: At a hot, stuffy wedding, a couple of guys turn down the offer for some champagne to drink. That's because these guys came prepared with the go-anywhere Coors Light Plastic Bottle Cooler Box hidden under their table. All they need is ice... and the spectacular ice sculpture bay ice broken small by the wind or waves; sludge. See also: Ice of the bride and groom will do just fine. "Pete Coors Peter Hanson Coors (born September 20, 1946) is a U.S. businessman and entrepreneur. He currently is the chairman of the Coors Brewing Company in Colorado and vice chairman of its parent company, Molson Coors Brewing Company. Spots" Agency: Foote Cone & Belding, Chicago Music: John Denver John Denver (December 31, 1943 – October 12, 1997), born Henry John Deutschendorf, Jr., was an American folk singer-songwriter and folk rock musician who was one of the most popular artists of the 1970s. "Rocky Mountain High" Re-record Tagline: "Taste the Cold" Celebrity Involvement: Pete Coors Summary: Set in the snow-peaked Rocky Mountains Rocky Mountains, major mountain system of W North America and easternmost belt of the North American cordillera, extending more than 3,000 mi (4,800 km) from central N.Mex. to NW Alaska; Mt. Elbert (14,431 ft/4,399 m) in Colorado is the highest peak. , Pete speaks about how and why Coors Light delivers cold refreshment like no other beer. "Super Chiller chill·er n. 1. One that chills. 2. A frightening story, especially one involving violence, evil, or the supernatural; a thriller. chiller Noun 1. " Agency: Foote Cone & Belding, Chicago Music: Original Tagline: "Taste the Cold" Summary: The Frost-Brewed taste of Coors Light is illustrated in the brewery where frost is actually visible, and with a refreshingly frosty frost·y adj. frost·i·er, frost·i·est 1. Producing or characterized by frost; freezing. See Synonyms at cold. 2. Covered with or as if with frost. 3. Silvery white; hoary. 4. beer pour. "Born In" Agency: Foote Cone & Belding, Chicago Music: The O'Jay's "Love Train" Tagline: "Taste the Cold" Summary: This spot supports Coors Light's Rocky Mountain heritage by featuring the Silver Bullet Train finding its way to a hot, thirsty beer drinker. "David Stremme David Andrew Stremme (born in South Bend, Indiana on June 19, 1977) is a NASCAR NEXTEL Cup racecar driver. Stremme was a contender for the 2006 Rookie of the Year award, and currently drives the #40 Coors Light Dodge Charger for Chip Ganassi Racing. " Agency: Foote Cone & Belding, Chicago Music: The O'Jay's "Love Train" Tagline: "Taste the Cold" Celebrity Involvement: David Stremme Summary: The spot features David Stremme, driver of the Coors Light #40 car. As Stremme races around the track, the Silver Bullet Train passes by, covering the #40 car with ice and snow as it delivers Rocky Mountain refreshment to the fans in the stands. Hispanic Spots "Cell" Agency: Bromley Communications Music: "Sigueme" -- Reggaeton Original Music Track Tagline: Asi de fria Celebrity Involvement: Up and coming reggeaton artist "Marvin" Summary: A group of friends at a night club are inviting other friends to join them for some cold refreshment by sending the Coors Light logo via their cell phones. "Love Train -- West Coast" Agency: Bromley Communications Music: Latin Up Beat Music Tagline: Asi de fria Summary: This spot features the Silver Bullet Train delivering Rocky Mountain cold refreshment to a group of Latino friends after long day of work in a typical LA neighborhood. This commercial introduces the Silver Bullet Train for the first time to the Hispanic market. "Love Train -- East Coast" Agency: Bromley Communications Music: Latin Up Beat Music Tagline: Asi de fria Summary: This spot takes place in NY with Latino consumers seeking cold refreshment at the end of the day. The Silver Bullet Train, loaded with cold Coors Light, surprises a group of friends who celebrate the train's arrival. "Chapita" Agency: Bromley Communications Music: Majestic Music Tagline: Asi de fria Summary: This spot showcases Coors Light's Rocky Mountain heritage. The peaks of the Rockies transform into the peaks of a bottle cap as a cold Coors Light is being uncapped delivering cold refreshment to a group of friends as they unwind Unwind 1. The closure of an investment position. 2. The reconciliation of an error previously unseen by a brokerage house. Notes: 1. Sometimes referred to as closing out a position. after work. "Filtrohelada" Agency: Bromley Communications Music: Majestic Music Tagline: Asi de fria Summary: Coors Light's frost-brewed taste refreshes a group of friends at a house party. African American/Urban Spots "Block Party" Agency: Carol H. Williams Advertising Music: The O'Jay's "Love Train" Remix re·mix tr.v. re·mixed, re·mix·ing, re·mix·es To recombine (audio tracks or channels from a recording) to produce a new or modified audio recording: by DJ Lethal Leor Dimant (born December 18, 1972 in Riga, Latvia), better known as DJ Lethal, is a turntablist and producer. He is best known as a member of the band Limp Bizkit, and formerly a member of the Irish-American-influenced hip hop group House of Pain. Tagline: "Taste the Cold" Summary: The Silver Bullet Train rolls through an urban neighborhood block party providing Coors Light cold refreshment. Keystone Light Spots "Margaret" Agency: The Integer Group Music: Produced by "HUM" Tagline: Always Smooth. Even When You're Not. Summary: Two guys at a convenience store run into a couple of girls they met at a party. Feeling rather smooth, one guy risks an attempt at humor which backfires. The take away: Things don't always go down smoothly, but your beer should. "Pick Up" Agency: The Integer Group Music: Produced by "HUM" Tagline: Always Smooth. Even When You're Not. Summary: An attractive woman approaches a guy at a convenience store and invites him to a party. Feeling rather smooth, he enthusiastically accepts. With a brush of her hair she reveals the hands-free phone behind her ear -- and leaves him to flounder flounder: see flatfish. flounder Any of about 300 species of flatfishes (order Pleuronectiformes). When born, the flounder is bilaterally symmetrical, with an eye on each side, and it swims near the sea's surface. through the awkward moment. The take away: You can't always be smooth, but your beer should be. Coors Banquet "90%" Agency: Foote Cone & Belding, Chicago Music: Fat Boy Slim "Right Here. Right Now." Tagline: "Pure Beer Taste" Summary: This spot delivers the message that every beer in the world is 90% water, and that's why Coors is only brewed with Rocky Mountain water for a pure beer taste. This "pure beer taste" is illustrated with beauty shots of snowy Rocky Mountain vistas Mountain Vista can refer to:
Molson Canadian "Welcomed Wherever it Goes" Agency: The BrainStorm Group, Toronto Music: Original Tagline: "Welcomed wherever it goes." Summary: This spot celebrates Molson's easygoing eas·y·go·ing also eas·y-go·ing adj. 1. a. Living without undue worry or concern; calm. b. Lax or negligent; careless. c. , approachable nature by demonstrating it is the import that's Welcomed Wherever it Goes. The spot follows a 6-pack of Molson Canadian as it taken to a variety of occasions. The approachability of the brand is brought to life by the welcome reception the 6-pack receives at each final destination. About Coors Brewing Company Coors Brewing Company is a subsidiary of Molson Coors Brewing Company Molson Coors Brewing Company (TSX: TAP; NYSE: TAP) is a company that was created by the merger of two of North America's largest breweries: Molson of Canada, and Coors of the United States, on February 9, 2005. , (NYSE: TAP)(TSX: TAP). It is the third-largest brewer in the U.S. The company's U.S. brands include Coors Light, Molson Canadian, Coors, Aspen Edge, Killian's Irish Red, Keystone, Blue Moon, Coors NA and Zima XXX. For more information on Molson Coors, visit the company's Web site, http://www.molsoncoors.com/. |
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