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COORS CUTTER LAUNCHES NATIONAL AD CAMPAIGN; CALYPSO THEME CREATES UPBEAT, ENTERTAINING ADS

 COORS CUTTER LAUNCHES NATIONAL AD CAMPAIGN;
 CALYPSO THEME CREATES UPBEAT, ENTERTAINING ADS
 GOLDEN, Colo., Oct. 15 /PRNewswire/ -- In conjunction with the close of a successful first year on the market, Coors Cutter will launch a new national advertising campaign today.
 The campaign, developed by Tatham EURO RSCG, Chicago, encourages consumer trial with the message, "Your body know the difference but the mouth don't know," set to an upbeat, infectious calypso-style theme. The ad is intended to have broad appeal, reaching a consumer audience ranging in age from their early twenties to late forties.
 Breaking with national television, the campaign promotes Coors Cutter's "genuine beer taste." The campaign also will appear in print and radio, as well as outdoor in targeted regional markets. The two 30-second television spots will begin to air during National Football League games on TNT, NBC and CBS.
 "We've found Cutter's key to popularity among consumers is the product's genuine beer taste," said Tim Owston, Coors Cutter brand manager. "Our distinct advantage is that Coors Cutter really does taste like beer. The bottom line is when you drink Coors Cutter, your body will know you're not consuming an alcoholic beverage but your mouth, where taste is important, won't know."
 Sales of non-alcoholic beer have tripled since 1989. Coors Cutter has benefitted greatly from the overall category growth but has also taken share from competitors, Owston said. "Since Coors Cutter's introduction, the awareness levels of Cutter in the non-alcoholic category have increased to the point where consumers are as aware of our product as they are of our competition. That's a tremendous accomplishment. This new campaign is the logical next step. Our goal is to translate awareness into higher brand purchase levels by building on Cutter's strength -- genuine beer taste," Owston said.
 Coors Brewing Co. continues to look at product expansion as the means to achieve overall corporate growth. The company's goals outline the desire to become a full-time supplier of high quality beverages in all viable price segments and product categories and become the nation's second largest brewer.
 -0- 10/15/92
 /NOTE TO EDITORS: Videotapes of the television spots are available upon request/
 /CONTACT: Janet Rowe or Colleen Plummer of Coors Brewing Co., 303-277-2555/ CO: Coors Brewing Co. ST: Colorado, Illinois IN: FOD SU:


MC -- DV010 -- 0547 10/15/92 15:09 EDT
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Date:Oct 15, 1992
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