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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]
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Title Annotation:Adolph Coors Co.
Publication:Modern Brewery Age
Date:Aug 3, 1992
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