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., last week said the brewer had marshalled a strong overall creative effort, revitalizing its ad efforts behind both core brands while muting some of Original Coors' cowboy imagery that has not always played well in eastern markets. Also shown were a Killian's campaign playing up its distinctiveness with the tagline, "One look says a lot," and humorous executions behind Zima that continue to position the clear malt beverage as "a few degrees cooler."
For Coors Light, new executions of its well-received "beer vendor" campaign shot at ballparks will be accompanied by more sentimental spots depicting down-to-earth folks, such as an off-duty officer waiting at a bar to find out how his son did on the Police Academy exam.
Foote, Cone & Belding, Chicago, handles Coors Light and Killian's; FCB's San Francisco office handles Original Coors and Zima. Last year, Coors spent $92 million for Coors Light and $28 million on Original Coors, according to Competitive Media Reporting.