Coors Brewing Company

Foote, Cone & Belding/Chicago *Lead Agency

The Coors Light "Right Beer Now II" campaign aimed to dramatically increase the brand's rate of growth (already well above the average for the light beer category) by dramatizing that Coors Light is "the beer for these times." Targeting both men and women beer drinkers who've become increasingly conscious of their desire to experience the social benefits of alcohol consumption without the loss of control, the campaign features active, fit young adult beer drinkers enjoying the natural refreshment of Coors Light beer...the one that won't "slow you down." Part of this brand's effort was the beer industry's only major brand-specific responsible-drinking advertising.