Coors unveils new TV advertising

Coors Brewers has unveiled a new television advertising campaign for its Coors Light beer brand.

"Hear Me Now!" will air throughtout June and July, supported by a £3m integrated marketing campaign. In addition the ad will be showcased for three months across a raft of other media channels, including cinema, online and mobile platforms.

Steve Mitchell, senior brand manager for Coors Light said: "Coors Light is brewed to taste light and refreshing, and won't fill you up, leaving you feeling free to do more - a taste that appeals to young active socialisers. "Hear Me Now!" captures the brand's infectious party spirit and brings the personality of Coors Light to life through the stars of the ad."

To reach the Coors Light 20-something target audience; digital is a key element of the new marketing push. Along with a Flash dominated website (www.coorslight.co.uk) featuring a "Coors Light Loves" blog to create an open dialogue with consumers, the brand has developed a partnership with MySpace. This provides the ad stars with a platform to talk to their fans, along with outtakes from the commercial and links to the Coors Light site.