FCB Makes Coors Light ‘the Coldest’

CHICAGO Coors Brewing has launched three new TV spots from Foote Cone & Belding for Coors Light that tout the brand as “the coldest tasting beer in the world.”

The 15-second spots broke during the ABC telecast of Thursday night’s National Football League opener. Against icy imagery, one spot tells of how other beers are heat pasteurized, while Coors Light is frost-brewed. Two others explain that Coors Light is shipped via refrigerated trucks and rail cars, while other brands are shipped warm.

“It’s focusing on what we do differently, highlighting our point of differentiation,” said Laura Sankey, a representative for the Golden, Colo.-based brewery.

The spots will run in rotation with the ongoing “Rock on”-themed work from Coors Light roster shops, Interpublic Group’s FCB and Deutsch, Los Angeles, Sankey said. Those ads include the “NFL Love Songs” commercial featuring ex-players like John Elway and the buxom twins, she said.

Coors earlier this summer sought fresh ideas for Coors Light from its roster shops. The “coldest tasting beer” work is one result from the presentations that followed the request