| Coors Light Introduces New Ad Campaign
Coors CMO Lee Buxton unveiled the brewers new Coors Light ad campaign at a distributor's convention in Orlando.
"The heart of Coors Light marketing is to communicate that in every bottle, can and glass of Coors Light is the taste of Rocky Mountain cold refreshment," said Buxton. "In everything we do this year, we will engage our drinkers and dramatize our unique Coors Light benefits." Quote:
Following are some of the spots expected to air throughout 2005:
Coors Light Spots
"Silver Bullet Train"
Agency: Foote Cone & Belding, Chicago
Music: The O'Jay's "Love Train"
Tagline: "Taste the Cold"
Celebrity involvement: Ice T
Summary: This spot features a special Coors Light freight train that
delivers Rocky Mountain cold refreshment to hot, thirsty people across
the country. The train begins in the Rockies, loaded with Coors Light,
and rolls through places like a NASCAR event, Miami Beach and a Hollywood
red carpet event to the tune of The O'Jays hit song, "Love Train." The
spot features a cameo appearance from rapper and actor Ice T.
"Busboy"
Agency: Foote Cone & Belding, Chicago
Music: Original music by Genuine Music
Tagline: "Taste the Cold"
Summary: This spot takes place in a neighborhood bar where an
enthusiastic busboy is eagerly clearing tables of empty Coors Light
bottles. When the waitress tells the bar manager how impressed she is
with the new busboy, the manager replies, "I didn't hire a busboy." It
becomes obvious that the busboy is an imposter, grabbing all the Coors
Light bottles he can because he found out how to win free music downloads
of previously unreleased music by artists such as Moby, Oasis, Brooks &
Dunn, and John Legend.
"Shock"
Agency: Foote Cone & Belding, Chicago
Music: Original music by Genuine Music
Summary: This spot takes place in a hospital where our lead character is
smiling, firmly clutching a Coors Light bottle, and appears to be in
shock. A doctor is informed that he froze up with excitement upon
learning how to participate in a Coors Light promotion and win tickets to
the Super Bowl as well as prizes from the NFL properties and their
partners. Suddenly, the doctor dives for the bottle, grabbing and
pulling to get the bottle from the patient's tight grip.
"Plastic Cooler Box"
Agency: Foote Cone & Belding, Chicago
Music: Original music by I Dig Music
Summary: This spot supports the product launch of the new Coors Light
Cooler Box filled with 18 16-ounce plastic bottles in a specially lined
box that holds ice. The spot takes place on the beach where two guys
check out a beautiful woman and her icy-cold Cooler Box.
"Mom"
Agency: Foote Cone & Belding, Chicago
Music: Original music by I Dig Music
Tagline: "Taste the Cold"
Summary: A guy at a backyard pool with his girlfriend and her parents
takes a gulp of Coors Light just as his girlfriend's mom gets out of the
pool. After his refreshing gulp, the guy says, "Ahh, nice".
Unfortunately for him, his girlfriend, her mom and dad think his "Ahh,
nice" comment was directed at mom.
"Phone Call"
Agency: Foote Cone & Belding, Chicago
Music: Original music by I Dig Music
Tagline: "Taste the Cold"
Summary: A guy in his living room finally works up the nerve to call a
woman he recently met. While dialing her number he takes a refreshing
gulp of Coors Light. Just as she answers the phone, he says, "Ahh."
Unfortunately for him, she mistakes his "Ahh" as an obscene sound from a
perverted caller.
Pete Coors: "Windows;" "Up Here;" "Memory;" and "Rockies"
Agency: Foote Cone & Belding, Chicago
Music: John Denver's "Rocky Mountain High" by Emoto Music
Summary: These four spots feature Pete Coors as a spokesman for Coors
Light. Set in the snow-peaked Rocky Mountains, Pete speaks frankly about
why Coors Light has a uniquely refreshing cold taste, while answering
questions like, "How refreshing is your beer? Where was your beer born?
Is your beer Rocky Mountain cold?"
"Ice City"
Agency: Re-edit by Foote Cone & Belding, Chicago
Music: Jane's Addiction "Mountain Song"
Tagline: "Taste the Cold"
Summary: This spot, which was originally created by the Leith Agency and
was re-edited by Foote Cone & Belding, shows how a Rocky Mountain cold
Coors Light can turn a dreary hot summer day into a wonderful icy-cold
experience.
Hispanic Spots
"Beach"
Agency: Bromley Communications
Music: Original
Tagline: "Asi de fria" ("It's cold like that")
Summary: The spot opens at a beach where a group of friends is hanging
out during a hot summer day. A group of friends go to the beach bar to
get icy cold Coors Light. When a Coors Light can is opened, the coldness
of Coors Light spreads throughout the beach, freezing a table, a
volleyball net, and even the sand. The music gets louder and the party
gets better.
"Bar"
Agency: Bromley Communications
Music: Original
Tagline: "Asi de fria" ("It's cold like that")
Summary: The spot takes place at a "norteno," a regional Mexican bar,
where a group of male and female friends who have just left the dance
floor are extremely hot. When one of the guys opens a Coors Light
bottle, it releases the cold of Coors Light and we see how the cold mist
is enjoyed by a woman who is playing pool. The ice cold Coors Light
freezes the pool table, snow flurries fall from a ceiling fan and even
the dance floor becomes frozen.
"Rooftop"
Agency: Bromley Communications
Music: Original
Tagline: "Asi de fria" ("It's cold like that")
Summary: The commercial takes place at an urban rooftop where a group of
friends is watching a boxing game. The afternoon is hot and the friends
clearly need some refreshment. One of the guys cracks open a Coors
Light, releasing a cold that freezes the "chicharrones" (a Hispanic
snack), the TV screen and eventually the whole neighborhood. People are
so refreshed that they start dancing and the party gets better.
"Ice City"
Agency: Re-edit by Bromley Communications
Music: Original
Tagline: "Asi de fria" ("It's cold like that")
Summary: This spot, which was originally created by the Leith Agency and
was re-edited by Bromley Communications, shows how a Rocky Mountain cold
Coors Light and Latino hip hop music can turn a dreary hot summer day
into a wonderful icy-cold experience for a group of Latino friends.
African American/Urban Spots
"Ice House DJ"
Agency: Carol H. Williams Advertising
Music: Original
Tagline: "Taste the Cold"
Summary: It's a hot night in the city and a guy enters a hot, exciting
club. Everyone is dancing and enjoying the night but they're clearly
hot. The DJ mixes it up by opening a cold Coors Light and spreading cold
refreshment, seen visually as frost, throughout the party. The frost
chills the mic, the speakers and everyone on the dance floor. The spot
demonstrates the cold refreshment of Coors Light in an urban setting.
| Source: Press Release  |
04-02-2005, 09:56 PM
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