Coors Brewing Company Unveils 2007 Advertising

Coors Brewing Company unveils its 2007 advertising campaigns for Coors Light, Keystone Light, Coors, Molson Canadian and Killian's Irish Red. Some highlights of the new campaigns include:

 The Coors Light campaign features a new tagline, "The World's Most Refreshing Beer," a nod to the brand's successful positioning as the beer as cold and refreshing as the Rocky Mountains.

 Coors, also known as The Banquet Beer, is launching a new campaign that taps into the heritage and mystique that people associate with the original "yellow belly" can. The TV spots include a voiceover by actor Sam Elliott and demonstrate Coors' unrelenting commitment to brewing with only Rocky Mountain water and high country barley, resulting in the same full-flavored taste that gives the beer its loyal following.

 Keystone Light introduces new executions from its successful "Always Smooth, Even When You're 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.

 In a new campaign, Molson Canadian is aligning itself with one of Canada's greatest assets -- nature. In the "Here's to Good Nature" campaign, mysterious imagery transforms Molson Canadian into striking Canadian nature scenes.

 Killian's Irish Red makes its return to television with an ad centering on a man's need to take the time to slow down and unwind. The "Never Rushed" campaign draws its inspiration from Killian's unique brewing process in which brewers slow-roast the malts until they become caramelized.
"Coors Brewing Company has a strong portfolio of brands that appeal to every type of adult beer drinker," says England. "These new ads tap into the attributes that consumers associate with and value in each of our brands." 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 2007.