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Coors Cutter ads are aired nationally.

In conjunction with the close of its first year on the market, Coors Cutter has begun a new national advertising campaign, according to the Coors Brewing Co.

The campaign, developed by Tatham Euro RSCG, Chicago, encourages consumer trial with the message, "Your body knows the difference, but the mouth don't know," set to calypso-style theme music. The ad is intended to have broad appeal, Coors said, reaching an audience ranging in age from their 20s to 40s.

The campaign, which promotes Cutter's "genuine beer taste" in national television spots, will also appear in print and radio, as well as outdoor. The two 30-second television spots began airing last week during NFL 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, Cutter's brand manager. "Our distinct advantage is that 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."
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Title Annotation:Adolph Coors Co.'s promotion of its product's genuine beer taste
Publication:Modern Brewery Age
Date:Nov 2, 1992
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