COORS DISTRIBUTORS CHEER NEW SPOTS

New Marketing Chief Orders Work From FCB

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NEW YORK (AdAge.com) -- Coors Brewing Co., Denver, this week breaks the first of 18 new TV spots unveiled to distributors at its annual convention last week.

Earning standing

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ovations were two of six spots, from Interpublic Group of Cos.' Foote, Cone & Belding Worldwide, Chicago, for top brand Coors Light under the "Rock On" theme.

One spot flashed a montage of young men stating things they love and the other centered on a heavy guitar interpretation of the song "My Favorite Things."

Spending was not disclosed.

The brewer's new chief marketing officer, Ron Askew, had yanked previous spots and demanded new creative.

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