Coors Brewing Company Unveils 2007 Advertising.New Tagline for Coors Light and Coors, The Banquet Beer, Returns to Its Roots GOLDEN, Colo. -- Coors Brewing Company unveiled its 2007 advertising campaigns for Coors Light, Keystone key·stone n. 1. Architecture The central wedge-shaped stone of an arch that locks its parts together. Also called headstone. 2. The central supporting element of a whole. Light, Coors (The Banquet Beer), Molson Canadian and Killian's Irish Red today at its annual distributor convention in Las Vegas Las Vegas (läs vā`gəs), city (1990 pop. 258,295), seat of Clark co., S Nev.; inc. 1911. It is the largest city in Nevada and the center of one of the fastest-growing urban areas in the United States. . Creative work from DraftFCB-Chicago, Taxi New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of and Avenue A Razorfish Razorfish is a common name used for two unrelated groups of fishes:
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 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. . 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 silver bullet - magic bullet Train will "visit" adult consumers via major web portals See portal. 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 mys·tique n. An aura of heightened value, interest, or meaning surrounding something, arising from attitudes and beliefs that impute special power or mystery to it: the cowboy mystique; the mystique of existentialism. 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 barley, annual cereal plant (Hordeum vulgare and sometimes other species) of the family Gramineae (grass family), cultivated by humans probably as early as any cereal. 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 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. . 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 In Windows 95/98, a system folder used for synchronizing files between two computers, typically a desktop and laptop computer. Files to be worked on are placed into a Briefcase, which is then transferred to the second machine via floppy, cable or network. and PDA (Personal Digital Assistant) A handheld computer for managing contacts, appointments and tasks. It typically includes a name and address database, calendar, to-do list and note taker, which are the functions in a personal information manager (see PIM). . 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." The television spots are just one element of a complete mix of retail, out-of-home, radio, online and other marketing programs to support the brands in 2007. Following are summaries of some of the ads: Coors Light "Strongest Man in the World" Agency: Draftfcb, Chicago Music: Original Music Tagline: "The World's Most Refreshing Beer" Celebrity Involvement: Magnus Ver Magnuson Summary: Coors Light presents the Strongest Man in the World - Magnus Ver Magnuson. On a hot summer evening, Mr. Magnuson makes his way through his neighborhood to his local bar. On his way to the bar he lifts a car to help a man change his tire, he inadvertently pulls the front door off the bar upon opening it, and he gives his friend a pat on that back that is so forceful that it sends him to the ground. And after a long strenuous stren·u·ous adj. 1. Requiring great effort, energy, or exertion: a strenuous task. 2. Vigorously active; energetic or zealous. day, the strongest man in the world orders the world's most refreshing beer, frost-brewed Coors Light to quench quench, v to cool a hot object rapidly by plunging it into water or oil. quench to put out, extinguish, or suppress; to cool (as hot metal) by immersing in water. his thirst thirst, sensation indicating the body's need for water. Dry or salty food and dry, dusty air may induce such a sensation by depleting moisture in the mucous membranes of the mouth and throat. . "World's Fastest Man" Agency: Draftfcb, Chicago Music: Original Music Tagline: "The World's Most Refreshing Beer" Celebrity Involvement: Michael Johnson Michael Johnson or Mike Johnson may refer to:
Summary: Coors Light presents the World's Fastest Man - Michael Johnson. On a hot summer evening, Michael makes his way through his neighborhood to his local bar. Michael holds the world's 200 and 400 meter records and manages to make his way through the neighborhood faster than people can realize. After moving this quickly, the world's fastest man orders the world's most refreshing beer, frost-brewed Coors Light to quench his thirst. "World's Fastest Eater" Agency: Draftfcb, Chicago Music: Original Music Tagline: "The World's Most Refreshing Beer" Celebrity Involvement: Takeru Kobayashi Summary: Coors Light presents the World's Fastest Eater - Takeru Kobayashi. On a hot summer evening, Kobayashi makes his way through his neighborhood to his local bar. On his way to the bar he inhales a number of hot dogs and a scoop of ice cream so fast that on-lookers are amazed a·maze v. a·mazed, a·maz·ing, a·maz·es v.tr. 1. To affect with great wonder; astonish. See Synonyms at surprise. 2. Obsolete To bewilder; perplex. v.intr. . And at the end of a long day the world's fastest eater orders the world's most refreshing beer, frost-brewed Coors Light to quench his thirst. "Bus Stop" Agency: Draftfcb, Chicago Music: The O'Jay's "Love Train" Tagline: "The World's Most Refreshing Beer" Summary: At the end of a long, hot workday, a group of sweaty sweat·y adj. sweat·i·er, sweat·i·est 1. Covered with or smelling of sweat. 2. Causing sweat: a sweaty job. people at the bus stop anxiously await for the bus to arrive. Much to their surprise and delight, the Coors Light Silver Bullet Train arrives instead of the bus and delivers refreshment as cold as the Rockies to all that it passes. "Taxi" Agency: Draftfcb, Chicago Music: The O'Jay's "Love Train" Tagline: "The World's Most Refreshing Beer" Summary: At the end of a long, hot workday, the city streets are jammed with rush hour traffic and hot pedestrians. As a taxi driver taxi driver n → taxista m/f taxi driver taxi n → chauffeur m de taxi taxi driver taxi n → sits in the blistering blis·ter·ing n. See vesiculation. heat of his cab, he checks his rear view mirror to see something in the distance making way through the traffic. It's the Coors Light Silver Bullet Train, blasting down the road and tossing ice-cold Coors Lights to the many grateful adult pedestrians. "Protection" Agency: Draftfcb, Chicago Music: Original Music Tagline: "The World's Most Refreshing Beer" Summary: This spot supports Coors Light Frost Brew Liner cans. As a father and his 26-year-old son watch television, the father begins asking his son about ladies, parties and "protection." While the son makes a "you've got to be kidding me" expression and reminds his father that he is 26 years old, the father persists and says "You're never too grown up for your old man to give you one of these," as he reaches into the brown paper bag at his feet and reveals a Coors Light can with the protective liner that locks in the special Frost Brew taste. "Pregnancy" Agency: Draftfcb, Chicago Music: Original Music Tagline: "The World's Most Refreshing Beer" Summary: This spot supports the announcement of the new Coors Light Cold Activated Label. Inside a young married couple's apartment, a woman awaits the results of a pregnancy test pregnancy test Any test used to detect or confirm pregnancy; in early pregnancy, all PTs measure hCG, the developing placenta's principal hormone, which is detectable as early as 6 days after fertilization; in clinical laboratories, serum levels of hCG are in the bathroom. Meanwhile, her husband waits outside of the refrigerator for the mountains on his Coors Light label to change color, indicating that the beer has reached its optimal drinking temperature. Their excitement is apparent and at the same time as the woman rushes into the kitchen with her pregnancy test in hand, the husband retrieves his beer from the refrigerator. They turn to each other and simultaneously say "It turned blue!" "Mountain Stream" Agency: Draftfcb, Chicago Music: Original Music Tagline: "The World's Most Refreshing Beer" Summary: This spot supports the announcement of Coors Light's Wide Mouth Can. As three guys hike through the forest, they come upon a breathtaking waterfall waterfall, a sudden unsupported drop in a stream. It is formed when the stream course is interrupted as when a stream passes over a layer of harder rock—often igneous—to an area of softer and therefore more easily eroded rock; the edge of a cliff or as one of the guys comments, "behold be·hold v. be·held , be·hold·ing, be·holds v.tr. 1. a. To perceive by the visual faculty; see: beheld a tiny figure in the distance. b. the wonder of it, its wide mouth allowing it to flow cold and unrestrained to all that is parched parch v. parched, parch·ing, parch·es v.tr. 1. To make extremely dry, especially by exposure to heat: The midsummer sun parched the earth. ." The other two guys are quite impressed of his affection for the waterfall only to find out he's speaking of the Coors Light wide mouth cans. Coors "Anthem" Agency: Draftfcb, Chicago Music: Original Voiceover: Sam Elliott Tagline: The Banquet Beer Summary: The spot shows several different scenes featuring an adult man enjoying his surroundings in a beautiful Colorado mountain setting. We focus on his same fishing hole, same friends, same best friend (his faithful yellow Labrador) and same watering hole. The spot ends with the man enjoying a Coors beer - made from the same ingredients and only Rocky Mountain water - with his friends over a game of pool. "Traits" Agency: Draftfcb, Chicago Music: Original Voiceover: Sam Elliott Tagline: The Banquet Beer Summary: The spot focuses on a man enjoying his Rocky Mountain surroundings while a voiceover, delivered by Sam Elliott, touts Coors' unrelenting commitment to using the same ingredients and only Rocky Mountain water in brewing their beer. Keystone Light "Little Help" Agency: Draftfcb Music: HUM Music Tagline: Always Smooth. Even When You're Not. Summary: Two of our guys spot a "damsel in distress" in the beer aisle of a c-store. Our hero approaches with confidence to lend his assistance but quickly realizes his help is not needed. The take away: You can't always be smooth, but your beer should be. "Pull" Agency: Draftfcb Music: HUM Music Tagline: Always Smooth. Even When You're Not. Summary: One guy in a convenience store struggles to slide open the cooler door to grab a pack of Keystone Light. When a woman suggests that perhaps the door "pulls" instead of "slides" open, the encounter doesn't end smoothly. The take away: You can't always be smooth, but your beer should be. Molson Canadian "Here's to Good Nature" Agency: Taxi, New York Music: Original Tagline: "Here's to Good Nature" Summary: This campaign illustrates that every bottle of Molson Canadian is filled with all the good nature of Canada. Special effects special effects, in motion pictures, cinematographic techniques that create illusions in the audience's minds as well as the illusions created using these techniques. show the beer transforming into Canadian wilderness in social bar situations. Killian's Irish Red "Slow Down" Agency: Taxi, New York Music: Original Tagline: "We take our time to brew it. Please take your time to enjoy it." Summary: In the TV spot, a man walks into a bar, and slowly discards the trappings of his corporate day, like his jacket, briefcase and PDA. The bartender sees him walk in, and sensing his customer is in the mood for something different, begins pouring a Killian's. However, the bartender won't serve the Killian's until the man hands over one last remnant from his day - his watch. 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 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). 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. For more information on Coors, visit the company's Web site, www.coors.com. |
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