NEW COORS AD MOCKS RIVALS' ADVERTISING CLASH

Colorado Brewer Boasts 'Less Talk, More Beer'

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CHICAGO (AdAge.com) -- Coors Brewing is opening a new front in the ever more colorful U.S. beer war.

The No. 3 brewer ran a full-page ad in yesterday's editions of the Denver Post, Rocky Mountain News, USA

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Today and Wall Street Journal, mocking rivals Miller Brewing Co. and Anheuser-Busch for the invective of their latest clashing ad campaigns.

4th of July
The timing of the ads signals the brewer's effort to draw the attention of consumers as they move into the crucial 4th of July beer-drinking weekend.

The headline of the Coors ad reads: "Living at 5,687 feet above sea level has its advantages. For example: The absence of hot air."

Kings and dictators
The body of the ad goes on to say, "Apparently a few of our rivals have declared themselves certain titles. President. King. There might have been a dictator or foreign diplomat in there somewhere. Possibly. Whatever. We've been making beer."

'Less Talk, More Beer'
At the bottom of the ad is a picture of a full pint glass and a bottle of Coors Light above the legend "Less Talk. More beer."

Interpublic Group of Cos.' Deutsch, Los Angeles, created the Coors broadside.

Deutsch also created a similar effort for Coors' latest low-carb brew, Aspen Edge, which ran in those same newspapers today. There are no plans for the sarcastic attack ads in other media.

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