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NEWS COORS LIGHT 'NOW, NOT NOW' SPOT BEGINS NATIONAL ROTATION

 NEWS COORS LIGHT 'NOW, NOT NOW' SPOT BEGINS NATIONAL ROTATION
 GOLDEN, Colo., July 22 /PRNewswire/ -- The latest commercial in a continuing series of Coors Light "Now, Not Now" moderation advertising began airing this week.
 The ad uses the same format of the highly successful Coors Light television campaign to dramatize that there are many appropriate times to enjoy Coors Light -- from the beach to the barbecue -- but there are also times to limit beer consumption. In particular, motorcycling, hunting and driving are such "not now" times.
 "This is a very successful campaign extension for the Coors Light brand. Its moderation message is both effective and consistent with our brand positioning of promoting an active, healthy lifestyle," said Bob McBride, Coors Light brand director. "And, by reinforcing the key message of our mainstream campaign, 'The Right Beer Now,' 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 that the "Now, Not Now" commercials put the full weight of the Coors Light brand equity, its most valuable asset, behind the responsibility message.
 "Using the structure of the mainstream Coors Light campaign to stress moderation makes responsible drinking part of the Coors Light brand identity," Fox said. "Just as active, healthy, fun and energetic people are part of the brand image, we want responsibility to be part of what it means to be a Coors Light person."
 The Coors Light "Now, Not Now" advertising campaign is part of an ongoing effort by the brewery to promote safe and responsible drinking practices. In 1986, Coors became the first brewer to incorporate an alcohol awareness message in its national product advertising. That first spot, entitled "Gimme the Keys," featured a bartender who would not allow a customer who had too much to drink to drive home. Consumer response to the moderation commercials has been overwhelmingly positive, according to the Coors Consumer Information Center, which monitors calls and letters for consumers.
 Coors has been an industry leader in actively promoting the responsible use of alcohol. The Golden-based brewer began its efforts in 1980 with the formation of an Alcohol Abuse and Misuse Task Force. Coors continues to actively support educational and community-based programs which focus on helping young people make good decisions about all aspects of their lives. For more information about Coors' alcohol policies and programs, call the Alcohol Issues Hotline at 800-328-6785.
 -0- 7/22/92
 /NOTE TO EDITORS: Videotape available upon request./
 /CONTACT: Janet Rowe or Gina Frieze both of Coors Brewing, 303-277-2555 or 800-525-3786/ CO: Coors Brewing Co. ST: Colorado IN: FOD SU:


MC -- DV007 -- 1894 07/22/92 12:11 EDT
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Date:Jul 22, 1992
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