Coors Brewing Company Unveils 2006 Advertising.
March 3, 2006
Coors Brewing Company revealed the newest advertising creative for Coors Light, Coors Banquet, Keystone Light and Molson Canadian at the annual Coors distributor convention in Houston. Creative work by Foote Cone & Belding, Chicago; Bromley Communications; Carol H. Williams Advertising and The Integer Group was presented.
The new Coors Light advertising campaign continues to ride the success of the popular Silver Bullet Train. The latest spots will bring the train to even more engaging and surprising locations in 2006. The series will reinforce that no matter what the occasion, Coors Light always delivers the ultimate in cold refreshment.
“The essence of Coors Light marketing is delivering on the promise of Rocky Mountain cold refreshment to our consumers on every occasion,” said Andy England, chief marketing officer for Coors Brewing Company. “In everything we do this year, we will invite beer drinkers to immerse themselves in the unique cold taste of Coors Light.”
Keystone Light makes a rather smooth return to television advertising in 2006 with two national spots that will bring humor to tricky social situations. The ads emphasize that Keystone Light always goes down smooth, even when life does not.
“Building strong brands is our number one marketing priority,” said England. “Our advertising creative, promotions and packaging are all based on understanding our consumers and conveying each brand’s unique point of difference and positioning.”
The television spots will be complemented by a full marketing mix of promotions, radio, print, interactive and outdoor advertising.
Following are some of the spots slated to air throughout 2006:
“Cell”
Agency: Bromley Communications
Music: “Sigueme” — Reggaeton Original Music Track
Tagline: Asi de fria
Celebrity Involvement: Up and coming reggeaton artist “Marvin”
Summary: A group of friends at a night club are inviting other friends to join them for some cold refreshment by sending the Coors Light logo via their cell phones.
“Love Train — West Coast”
Agency: Bromley Communications
Music: Latin Up Beat Music
Tagline: Asi de fria
Summary: This spot features the Silver Bullet Train delivering Rocky Mountain cold refreshment to a group of Latino friends after long day of work in a typical LA neighborhood. This commercial introduces the Silver Bullet Train for the first time to the Hispanic market.
“Love Train — East Coast”
Agency: Bromley Communications
Music: Latin Up Beat Music
Tagline: Asi de fria
Summary: This spot takes place in NY with Latino consumers seeking cold refreshment at the end of the day. The Silver Bullet Train, loaded with cold Coors Light, surprises a group of friends who celebrate the train’s arrival.
“Chapita”
Agency: Bromley Communications
Music: Majestic Music
Tagline: Asi de fria
Summary: This spot showcases Coors Light’s Rocky Mountain heritage. The peaks of the Rockies transform into the peaks of a bottle cap as a cold Coors Light is being uncapped delivering cold refreshment to a group of friends as they unwind after work.
“Filtrohelada”
Agency: Bromley Communications
Music: Majestic Music
Tagline: Asi de fria
Summary: Coors Light’s frost-brewed taste refreshes a group of friends at a house party.
