COORS UNVEILS NEW SPOTS TO DISTRIBUTORS

18 Ads Created by FCB for Brewer

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BOSTON (AdAge.com) -- In the ad derby that was the Coors Brewing Co.'s annual convention, Interpublic Group of Cos.' Foote, Cone & Belding Worldwide was the winner, having created 18 of the 31 spots shown to distributors.

FCB's office in Chicago, San Francisco and Puerto Rico did work for the brewer's brands Coors Light, Original Coors, Killian's, Zima, Keystone, as well as crafting ads discussing Coors' heritage, targeting Hispanics and emphasizing responsible drinking.

Other agencies
Other agencies doing work for the

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Colorado-based beer maker included Interpublic's Deutsch, Los Angeles, and Havas' Arnold Worldwide, Boston, which were brought in last year to shore up FCB's work. Deutsch did spots two Coors Light ads, while Arnold, which has been asked for ideas regarding Killian's, did three for Original Coors. Bromley Communications, San Antonio created other ads aimed at Hispanics, while Carol H. Williams, San Francisco, targeted African-American consumers.

Music continues to play a heavy role in Coors' advertising, with most of the general market ads using original scores or existing songs. FCB continued the "Rock On" theme for Coors Light, with people dancing to a montage of songs with the word "rock." The tagline is "To those who Rock."

Warmly received
The reception was generally warm, with Coors Light spots getting the best reaction but none appearing to bring down the house, according to one attendee at the convention.

Two ads break tonight on Survivor, airing on CBS.

Ron Askew, Coors' chief marketing officer, told wholesalers at the San Diego convention that the new work is intended to appeal to a broad range of consumers. The company's recent "Twins" ads had women annoyed and men salivating. To that end, a team of women from FCB and the brewer created "Here's to Women," a Coors Light spot set to Tom Jones' song "She's a Lady" that shows real women portrayed as black belts, firefighters, surfers and ranchers.

'Touch of class'
"It was kind of different -- a touch of class, respectful," said another attendee.

Coors spent $200 million on measured media last year, according to Taylor Nelson Sofres' CMR. Coors Light was the biggest recipient of those dollars, representing more than half, $130.5 million, followed by Original Coors. That outlay still trails ad spending by category leaders Anheuser-Busch Cos., which spent $425 million, and SABMiller's Miller Brewing Co., which spent $245 million.

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