Coors Brewing Company Reveals 2008 Advertising

Coors Light Shows Consumers Enjoying Its Newest Innovations - on TV and the Web; Coors Banquet and Molson Canadian Highlight Heritage and NASCAR Races Through the Mountains

GOLDEN, Colo.--()--At its annual distributor convention in Denver, Coors Brewing Company unveiled its 2008 advertising campaigns for Coors Light, Keystone Light, Coors Banquet, and Molson Canadian. All ads include a logo for the companys new You Hold the Key. Never Drive Drunk campaign. In addition, Coors Light introduced a series of online efforts that shows beer drinkers enjoying its latest innovations. Creative work from Draftfcb-Chicago, Taxi New York, Avenue A Razorfish and the Integer Group was featured.

Coors Light continues its focus on delivering The Worlds Most Refreshing Beer, with a series of ads that highlight innovations, including the new Vented Wide Mouth can and the popular Cold Activated Bottle.

To officially announce its position as the official beer of NASCAR, Coors Light also debuted an action-packed commercial that shows the NASCAR field racing through the snowy mountains, refreshing a group of Coors Light drinkers.

Everything we communicate about Coors Light links back to refreshment as cold as the Rockies. Through our television ads and new online initiatives, were clearly demonstrating how our innovations deliver The Worlds Most Refreshing Beer to beer drinkers, said Andy England, chief marketing officer for Coors Brewing Company. And, our NASCAR spot shows how were combining cold refreshment with the nations hottest sport.

In addition to the television spots, Coors Light unveiled an online campaign that shows how consumers are enjoying the brands latest innovations, including the Vented Wide Mouth can. Later this year, Coors Light will give adult beer drinkers a way to plan their own Coors Light Code Blue social gatherings, where legal. The campaign will allow friends to connect online and pick a meeting time and location to enjoy a refreshing Coors Light. Coors Light Code Blue is a reference to the Cold Activated Bottle, which shows when beer is cold enough to drink.

Coors Banquet announces a new series of commercials featuring the voice of legendary actor Sam Elliott. In keeping with the theme of playing up its history, these commercials educate adult consumers about Coors Banquets heritage, specifically how it got the nickname of Coors Banquet.

Molson Canadian is also highlighting its long heritage, reminding U.S. beer drinkers that it originates from the oldest brewery in North America. John Molson, founder of the Molson Brewery, once said that An honest brew makes its own friends. To that end, the television ads will feature the beautiful, pristine Canadian nature from which the beer originates.

Keystone Light introduces new executions from its successful Always Smooth, Even When Youre Not campaign. In the humorous examples of awkward or unsmooth situations, the brand is featured as the one thing that can be counted on to be consistently smooth.

On St. Patricks Day, George Killian Lett, the namesake for George Killians Irish Red, toasted American beer drinkers and thanked them for continuing to support the beer based on his familys original recipe dating to 1873 in Enniscorthy, Ireland. George Killians Irish Red will highlight that recipe and the slow-roasted caramelized malts that give it its authentic ruby red color with out-of-home and print advertising throughout the year.

Coors Brewing Company is committed to making the best beer possible and communicating each brands unique benefit through its marketing communications, said England. Whether its enjoying a refreshing Coors Light on a hot summer day or sharing pints of George Killians Irish Red at a local pub, we have a portfolio that meets every beer-drinking occasion.

All of the television spots feature a new logo that supports the You Hold the Key. Never Drive Drunk campaign. This campaign reinforces to consumers that they hold the key to preventing drunk driving and reminds them to plan ahead, specifically by arranging safe rides home by cab, public transportation or designated driver.

The television spots are just one element of a complete mix of retail, out-of-home, radio, online and other marketing programs to support the brands in 2008. Following are summaries of some of the ads:

Coors Light

Venting
Agency: Draftfcb, Chicago
Tagline: The Worlds Most Refreshing Beer
Summary: This spot supports Coors Lights newest innovation; the Vented Wide Mouth Can. The spot opens on a guy sitting on the couch with his girlfriend/fiancé. While the girl is reading a bridal magazine, our guy receives a phone call from his friend Brad. When our guy is finished with his phone call he tells his girlfriend that his friend Brad really needs to vent. She encourages him to go be with his friend for support. When our guy shows up at Brads house we find out that vent is merely a code term for the Coors Light Vented Wide Mouth Cans.

Code Blue
Agency: Draftfcb, Chicago
Tagline: The Worlds Most Refreshing Beer
Summary: This commercial opens in a neighborhood bar where a waitress slides a bucket of Coors Light bottles across the bar to our hero. Something about these bottles catches his eye and he makes an important call notifying his buddies of a Code Blue. His call sets off a chain of events as his friends excitedly spread the word by phone and text messages. They abandon their various activities and leave people to wonder where they had suddenly rushed off to. The friends all rush into the bar with thirsty anticipation and ask Code Blue? The guy at the bar holds up a Coors Light Cold Activated bottle with the blue label and says Code Blue! We see a close up of the bottle and an announcer says The Cold Activated Bottle from Coors Light. The Mountains on the label turn blue when your beer is as cold as the Rockies.

Mountain Race
Agency: Draftfcb, Chicago
Tagline: The Worlds Most Refreshing Beer
Summary: This spot opens up on a group of friends hiking under the hot sun carrying folding chairs and a cooler. It is soon revealed that the friends are climbing up a snowy mountain where they set down their gear to sit and enjoy a refreshing Coors Light. As they open their cold, refreshing beers, the ground begins to tremble and our guys hear a thunderous roar. Suddenly NASCAR stock cars go racing by and as the group of friends cheer them on and an announcer says The worlds hottest sport meets The Worlds Most Refreshing Beer. Frost Brewed Coors Light. The Official Beer of NASCAR.

Exit
Agency: Draftfcb, Chicago
Music: The OJays Love Train
Tagline: The Worlds Most Refreshing Beer
Summary: A scorching hot summer day has office workers fatigued and sluggishly packing up at the end of a long work day. Workers pack into elevators, move through the lobby and make their way out of the building into the blistering heat. As they are doing so, a security guard sees the Coors Light Silver Bullet Train on his monitoring screens. Suddenly, the strains of a familiar song are heard as the Coors Light Silver Bullet Train roars by delivering ice-cold Coors Light into the hands of everyone transforming the lobby into a party-like atmosphere.

Can, Draft, Frost Brewed & Bottle
Agency: Draftfcb, Chicago
Tagline: The Worlds Most Refreshing Beer
Summary: The Reason To Believe campaign consist of four spots (Can, Draft, Frost Brewed & Bottle) that work together to genuinely attach the idea of cold refreshment to the brand Coors Light. These spots are produced in a macro-style way that allows the camera to get incredibly intimate with the Coors Light product and packaging. The boldly captured visual images of silver, frost, ice, cans, bottles and refreshing beer are married with hard-hitting copy that highlights the many brand equities that give consumers a reason to believe in the product.

Coors

Barley
Agency: Draftfcb, Chicago
Voiceover: Sam Elliott
Tagline: The Banquet Beer
Summary: The spot opens on a vast field of High Country Barley atop the beautiful Rocky Mountains the perfect place to grow full-bodied barley. The voice of Sam Elliott describes how barley gives Coors Banquet its full-flavored taste the very same one savored by generations of beer drinkers. The spot ends with guys in a bar enjoying this same time-honored taste, refusing to compromise on the full-flavored beer they love.

Legendary
Agency: Draftfcb, Chicago
Voiceover: Sam Elliott
Tagline: The Banquet Beer
Summary: The spot opens on vintage photos of Rocky Mountain Miners and explains that their end of the day get-togethers called Banquets - is the origin of the name Coors Banquet. The voice of Sam Elliott describes how Coors is only brewed with Rocky Mountain water and High Country Barley. The spot closes with guys at a bar today in a similar kind of get-together as the miners used to have - enjoying Coors Banquet with friends who know that even though times have changed since the days of the early Colorado settlers, their beer never will.

One Road
Agency: Draftfcb, Chicago
Voiceover: Sam Elliott
Tagline: The Banquet Beer
Summary: The spot opens on a Coors truck traveling along a road through the Rocky Mountains. As it passes by gushing, ice-cold Rocky Mountain rivers and fields of High Country barley, the voice of Sam Elliott explains that while there are many roads Coors could have gone done, they only went down one. The one that led them to always brew with the ingredients they considered best for their Banquet beer: Rocky Mountain Water and High Country Barley. The spot closes with a man ordering his favorite beer at his favorite bar with a voice over providing the tagline Coors. The Banquet Beer.

Keystone Light

Grandma"
Agency: Draftfcb
Tagline: Always Smooth. Even When You're Not.
Summary: The spot opens in a convenience store beer aisle where a young woman is surprised to catch her boyfriend buying Keystone Light, since he had told her he was taking care of his Grandma. Soon after his buddies show up and they all find themselves caught in the act. The spot closes with the guys sticking to their story, leaving for a very unconvinced girlfriend. A very unsmooth moment.

"Ringtone"
Agency: Draftfcb
Music: Sir Mixalot, Baby Got Back
Tagline: Always Smooth. Even When You're Not.
Summary: The spot opens in a convenience store where a man, carrying a case of Keystone Light, runs into an ex-girlfriend. He explains to her that he has matured since their breakup when, just as a trusting smile forms across her face, his cell phone rings and reveals his true colors. His ringtone is Baby Got Back by Sir Mix A Lot. The spot closes with the man in the check-out fumbling to shut off his phone as it goes off in front of another attractive woman.

Molson Canadian

Canadian Winter
Agency: Taxi, New York
Tagline: An Honest Brew
Summary: Two buddies stop by their favorite local bar for a couple Molson Canadians. The instant the Molson Canadians are cracked open, pristine Canadian nature begins to fill the bar. As our two guys admire the beer and its heritage, the scene continues to escalate and the bar is overcome with all things Canadian. Its a tribute to the full-flavored, yet drinkable import from the Great White North.

Werewolf
Agency: The Integer Group, Denver
Tagline: An Honest Brew
Summary: Two buddies hanging out at home are testing one another's honesty by reading the new Molson Canadian Answer Honestly back labels. One of the labels asks "Would you prefer to be a vampire or a werewolf?" Both heroes smile and laugh while apologizing to the third buddy sitting off camera on the chair next to them. We see the third guy, who is quite hairy, wondering what's so funny. Our heroes are just being "honest." To make it up to him, our two heroes offer the third the free Answer Honestly t-shirt that comes in all 24 pk. bottles of Molson Canadian for a limited time. The vo reads "Molson Canadian. An Honest Brew."

About Coors Brewing Company

Coors Brewing Company is a subsidiary of Molson Coors Brewing Company, (NYSE: TAP)(TSX: TAP). It is the third largest brewer in the U.S. The company's U.S. brands include Coors Light, Molson Canadian, Coors, George Killian's Irish Red, Keystone, Blue Moon, Coors NA and Zima. For more information on Coors, visit the company's Web site, www.coors.com.

Contacts

Coors Brewing Company
Jenny Volanakis, 646-682-7682
Jennifer.Volanakis@Coors.com

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Contacts

Coors Brewing Company
Jenny Volanakis, 646-682-7682
Jennifer.Volanakis@Coors.com