FCB Airs Its Latest Coors Work

Coors Brewing is moving to harmonize its ad approach this year with creative depictions of “real people” and the product quality as “frost-brewed Rocky Mountain refreshment,” sources said.
Sources contrasted Coors approach with No. 1 brewer Anheuser-Busch, which has gone with heritage, freshness, animal and other campaigns that may not seem to have much in common. Last year, Coors Light mixed such themes as “Tap the Rockies” and “Frost brewed.”
Chicago-based Foote, Cone & Belding’s new spots for Coors Light, aired at a national wholesalers meeting last week, include some more sentimental spots in addition to more ads featuring its well-received “beer vendor” characters.