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Zima expands market, launches TV spots.

The Coors Brewing Co. has expanded its Zima Clearmalt into 40 new markets, and is kicking off a pool of TV ads to support the new product.

The television ads will begin airing in mid-May as part of the brand's "Zomething different" campaign.

According to Coors, the new advertising includes a mainstream spot that will air in the three original test markets (Syracuse, NY, Sacramento, CA, and Nashville, TN) and four tactical spots that will air in test and expansion markets during the summer.

The commercials employ comedian Roger Kabler, who is described as the "offbeat and humorous" spokesperson for the brand.

Other elements include an accent that centers around the letter "Z," references to Kabler's unusual hat, and an old-fashioned refrigerator that is situated in unlikely places.

According to ad creator Foote, Cone & Belding, "We know from research that our creative speaks directly to the 90s consumer who does not want to be categorized, and likes things that are different."

The new spots will air during sports, late night and select prime-time programming in each market, said John Neu, Zima brand manager.

"Our advertising is playing a critical role in the success of Zima," he said, "by helping to establish awareness for a whole new category of alcohol beverage."
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Title Annotation:Adolph Coors Co.'s Zima Clearmalt beer
Publication:Modern Brewery Age
Date:May 31, 1993
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