Printer Friendly

Coors' new "Now, Not Now" spot is aired nationally.

The latest commercial in a continuing series of Coors Light "Now, Not Now" moderation advertising began airing last week, reported the Coors Brewing Co.

The ad uses the same format of the previously-successful Coors Light television campaign to dramatize that there are many appropriate times to enjoy a cold beer, by there are also inappropriate times.

"This is a very successful campaign extension for the Coors Light brand," noted Bob McBride, Coors Light brand director. "Its moderation message is both effective and consistent with our brand positioning of promoting an active, healthy lifestyle.

"By reinforcing the key message or our mainstream campaign, "The Right Beer Now'," McBride continued, "we get the point across to consumers that there are right and wrong times to drink malt beverages."

The commercial was produced by the brand's primary advertising agency, Foote, Cone & Belding in Chicago. Dan Fox, executive vice president of FCB, said the commercials put the full weight of the Coors Light brand equity behind the responsibility message.

"Using the structure of the mainstream Coors Light campaign to stress moderation makes responsible drinking part of the brand's identity," Fox said. "Just as active, healthy, fun and energetic people are part of the brand [NO CONTINUATION ON ORIGINAL PUBLICATION]
COPYRIGHT 1992 Business Journals, Inc.
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1992 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Title Annotation:Adolph Coors Co.
Publication:Modern Brewery Age
Date:Aug 3, 1992
Previous Article:Warsteiner reports continued growth.
Next Article:Study opposes new BAC legislation.

Related Articles
Adolph Coors reports a second quarter record net sales.
Coors wins POPAI promotional award.
Coors begins its search for a new president, COO.
Coors Cutter ads are aired nationally.
Trading opens for Coors spinoff unit.
Colorado Health Dept. fines Coors.
A-B tops beer industry ad spending (naturally).
Pete Coors is named Chairman of Coors brewing unit; Kiely ascends to CEO post.
Coors pulls low-carb taste test ads.

Terms of use | Copyright © 2018 Farlex, Inc. | Feedback | For webmasters