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Hoping to jump-start slow sales for its premium beer, Adolph Coors Co. is breaking nationally an updated but nostalgic look for the Coors brand, supported by $20 million to $30 million in media spending.

The brew now called Original Coors received just $9 million in advertising last year.

Broadcast and print ads from Foote, Cone & Belding, San Francisco, will begin in mid-March. Point-of-purchase materials are now being shipped to stores, bars and restaurants nationwide.


"It's not a secret that sales have been in decline for a number of years" for the brand, said Dave Taylor, corporate communications manager. "We believed that one way of reinvigorating the brand is to improve the packaging."

Spending will remain at an estimated $50 million to $55 million for Coors Light, which last year accounted for 64.5% of the marketer's 20 million barrels.

Coors Light's 1995 share of market rose 0.1 point to 6.8% from '94; Original fell the same amount to a 1.1% share, according to Impact Databank.

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