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After splitting core brand Coors Light’s TV ad spending among several unrelated campaigns last year, Coors Brewing is moving to harmonize its approach this year by basing all its ads on depictions of “real people” and positioning the product as “frost-brewed Rocky Mountain refreshment.”
At the same time, the Golden, Colo., brewer is looking to invigorate ads behind Original Coors by employing more situations with young males and moving beyond last year’s “Last real beer” tagline to “There’s only one mile-high taste.”
Several Coors wholesalers returning from their national sales meeting in Nashville, Tenn.,
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