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Coors sets "literacy' campaign in motion.

Coors sets `Literacy' campaign in motion

The Coors Brewing Co. recently launched the "Literacy. Pass It On." campaign, a five-year, $40-miilion national campaign to help wipe out illiteracy throughout the country. Coors' goals are to teach 30,000 individuals across the nation to read by 1991, and 500,000 by 1995.

Throughout this holiday season, Coors Light and Coors Brewing will air a national television commercial to support the holiday "Give the Gift of Literacy" theme. The 30-second spot features a family in which the father has just learned to read. It also directs consumers to look for Coors Light literacy displays in their local stores.

"Literacy is one of the most top-of-mind issues facing America today," said Mark Lee, Coors Light assistant marketing manager. "Consumers want to help, and they will look for ways to do so."

With the increased support from Coors' consumers in mind, the seasonally decorative point-of-sale displays include a literacy referral "800" number along with tear-off pads that inform consumers about the seriousness of the problem and tell what consumers can do to help.

"The ability and the incentive to read is something that is passed down from parent to child--like family values and traditions," Lee said while explaining the brewer's program. "Our goal is to support American families in their effort to be the best they can be."
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Title Annotation:Adolph Coors Co.
Publication:Modern Brewery Age
Date:Dec 10, 1990
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