April 21, 2001

Coors Brewing Company announced the national launch of its new Coors Light television commercials featuring Latin-rock sensation La Ley.

The program consists of two television spots with the band in a concert setting on stage performing music specially created for the ad campaign. A third spot was also produced to promote responsible drinking. In addition, the campaign will feature radio commercials.

"La Ley is one of the most talked about Latin rock sensations to heavily influence the fast-paced rock en Español music genre," said Paul Mendieta, director of ethnic marketing for Coors Brewing Company. "The band is known for its eclectic and bold experiments with music while remaining true to their Latin roots and influences. "We are thrilled to partner with them on this campaign and applaud their ongoing responsibility efforts to their fans," said Mendieta.

A key component to the Coors La Ley advertising campaign is a 30-second responsibility announcement where La Ley reaches out to minors in a style all their own with an important message: If you choose to drink alcoholic beverages…wait until you're 21.

To support the advertising program, a full-line of La Ley point-of-sale material will be available featuring La Ley posters, wearables, counter-top displays and cooler decals.


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