Golden, CO (July 1, 2003) – This summer, the Silver Bullet celebrates its silver anniversary and the season sizzles with a tribute to Hip Hop. Coors Light hits the shelves with one-of-a-kind collectors’ cans, title sponsorship of the Nelly Tour, and a model search for Nelly’s new Apple Bottoms Jeans to benefit the artist’s leukemia charity, the Jes Us 4 Jackie Foundation.
About the New Packaging
Beginning in early July, Coors Light will celebrate self-expression via collector edition cans designed by a local Denver artist and featuring the four “icons” of Hip Hop: B-boyz (dancing), DJ (spinning), MC (rapping), and Art (tagging).
“Many of today’s artists have been influenced by the Hip Hop movement, which has never been more popular than it is now, “said Tom Dixon, assistant brand manager for Coors Light. “This summer, Coors Light not only wants to recognize Hip Hop’s widespread popularity, but also aims to celebrate the freedom of expression that it stands for – and has stood for – during the past 25 years.”
The Coors Light Hip Hop cans are available in 6-packs, 12-packs and cases, and will be sold on- and off-premise beginning today.
Title Sponsorship of the Nelly Tour
For the second component of the summer celebration, Coors Light has signed on to be the title sponsor of Nelly’s U.S. Tour, beginning on July 10 in Dallas, TX and culminating on August 18 in Kansas City, MI, with 23 additional dates in between. (The complete tour itinerary is attached.)
Summer of Hip Hop page 2
Considered to be one of Hip Hop’s modern-day leaders, Nelly broke onto the music scene in the summer of 2000 and has most recently dominated the music charts with his “Nellyville” album.
Nelly’s Apple Bottoms Jeans Events & Charity
In addition to his tour this summer, Nelly is promoting the launch of his Apple Bottoms Jeans. The latest addition to the artist’s Vokal clothing line, Apple Bottoms Jeans were created to celebrate women of all shapes and sizes.
Coors Light will help Nelly in his search for the Coors Light/Apple Bottoms Jeans model at events following his concert appearances in New York City, Philadelphia, Atlanta, Houston, Cleveland, Washington, DC and Denver.
Old school rapper Doug E. Fresh and current Price is Right model Claudia Jordan will host some of the local events and all proceeds will be donated to Nelly’s leukemia charity, the Jes Us 4 Jackie Foundation to benefit leukemia research.
For more information about Nelly, go to www.nelly.net.
Founded in 1873, Coors Brewing Company is the third-largest U.S. brewer and sells its products in North America, Latin America, the Caribbean, Europe, and Asia. Coors uses only the finest ingredients available in an all-natural brewing process to offer a wide range of high-quality malt beverages. The company trades on the New York Stock Exchange under symbol RKY. For more information on Coors go to www.coors.com.
About Jes Us 4 Jackie:
Nelly’s sister, Jacqueline “Jackie” Donahue, was diagnosed with Leukemia in 2001. The cancer was in remission for nearly two years before she suffered a relapse and learned that she needed a bone marrow transplant. Nelly and his ailing sister formed a campaign dubbed Jes Us 4 Jackie to find donors for Jackie and others, as well as to raise awareness about bone marrow donations.