FCB Keeps It Cold for Coors Light

CHICAGO Foote Cone & Belding here continues Coors Light’s football-themed “Cold hard facts” campaign in a television spot breaking this weekend and running through the NFL playoffs leading up to the Super Bowl.

The spot from the Interpublic Group agency in Chicago opens with visuals of the Rocky Mountains and a football stadium. An announcer explains that as the Super Bowl approaches grown men will dance, voices will be lost and millions of bottles of Coors Light will be drunk during the run up to the big game. The spot’s taglines include “Taste the cold” and “The coldest tasting beer in the world.”

“The new advertising builds on the momentum we have generated since last fall and conveys the magnitude of our partnership with the NFL and the enormous presence Coors Light has in the playoffs,” said Jim Sabia, vice president of marketing for Coors Brewing Company. “We’re letting millions of beer drinkers know that our commitment to cold is unique to other beer brands.”

The Golden, Colo., company broke its “Taste the cold” campaign on ABC’s Monday Night Football in September. Though the spot will run through the playoffs, it will not air during the Super Bowl, owing to competitor Anheuser-Busch’s exclusive arrangement to broadcast during the game.

Coors spent $125 million on advertising through September of last year, according to Nielsen Monitor-Plus.