African American Target Shops Squaring Off For Coors Light

Seeking wider awareness among African Americans for its best-selling brand, Coors Brewing Co. is reviewing target agencies for Coors Light, sources said last week.
African American specialty shops on both coasts and in the Midwest have been contacted by the Golden, Colo.-based brewer for the review, sources said. The brewer has indicated that Coors Light ad spending targeted at African Americans could reach $7 million under the selected agency, according to sources.
Total ad spending for Coors Light was over $57 million through August of this year and over $76 million in 1996, according to Competitive Media Reporting.