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Coors promo asks for consumer help with water cleanup.

Coors Brewing Co. has introduced a new promotion that asks consumers to do more than buy products. It also asks them to help make a difference by volunteering to work on community water improvement and protection projects.

The in-store promotion, which will debut this month and run through the spring and summer, is part of the brewer's Pure Water 2000 campaign, dedicated to conserving, preserving and cleaning up America's water resources.

Point-of-sale materials will include information about the Pure Water 2000 program, its ongoing local projects and environmental partners and a toll-free telephone number. Consumers can call to volunteer for local water improvement and protection projects or to register opinions about water issues.

Available as header cards, imprint streamers, price cards, mobiles, cooler door decals and counter cards with the theme "Together We Can Make a Difference," the point-of-sale materials highlight the successful partnerships between the Coors Pure Water 2000 program and environmental groups.

Both the header and counter cards feature removable cans to accommodate individual stores' product distribution and pockets for take away brochures that will contain information about local projects. The brochures are designed to motivate consumers to take action, from responding to offers for incentive items and a mail-in refund for the purchase of Coors products to volunteering to participate in environmental projects.

The brochures list the names and phone numbers of 15 environmental groups that have partnered with and have received funding from Coors Pure Water 2000 and with which consumers can volunteer.
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Title Annotation:environmental protection; Coors Brewing Co.
Publication:Modern Brewery Age
Date:Apr 5, 1993
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