Coors Original Takes “Guys Night Out” to the Next Level

@@img1 Golden, CO (July 17, 2003) – This summer the official beer of “Guys Night Out” is set to fly off shelves thanks to the latest in a series of back label promotions. The “Ultimate Guys Night Out” offers Coors Original consumers the chance to win a trip for five to Las Vegas, including airfare, accommodations at the trendy Palms Hotel, and VIP passes to the city’s hottest clubs.

Available NOW on 12 oz. bottles of Coors Original both on- and off-premise, the “Ultimate Guys Night Out” is the second of three back label promotions to roll out in 2003. Customer log on to www.coorsoriginal.com and enter the PIN number located on the label for a chance to win. No purchase necessary to enter or win.

“This promotion leverages our positioning as the official beer of “Guys Night Out”, said Gerry O’Brion, assistant brand manager for Coors Original. “Our goal was to create a fun, interactive sweepstakes that is based on insights about the male consumer – and what he does to have fun with his friends.”

Collateral Support
The promotion is supported by a special insert in the August issue of men’s lifestyle magazine FHM. Entitled “The Ultimate Guys Night Out Guide to Vegas”, the 12-page booklet uncovers all of the city hottest spots to eat, play, and “go clubbin'”. In addition, the promotion is supported by various point-of-sale pieces including vertical banners, stackable coasters, interactive table tents, and cooler door decals.

For California and Vermont Only
Consumers in California and Vermont will participate in the summer fun with “Ultimate Choice” interactive back labels instead of “Ultimate Guys Night Out”. Also available on 12 oz. bottles of Coors Original both on- and off-premise, “Ultimate Choice” will feature choice statements such as “Nosebleed seats OR Big-screen TV?”, “Bet on your team OR Bet on the best team?”, “Sports Utility Vehicle OR Sports car?” and “Burgers OR Wings?” Available now, there are a total of 72 different “Ultimate Choice” labels. There is no sweepstakes prize associated with the “Ultimate Choice” label program.

What’s Next?
This fall, for the final back-label promotion of 2003, Coors Original will tap into the company’s NFL partnership with a football-themed label to continue to generate interaction and excitement among customers. As the sponsor of the annual NFL Classics, games played on Thanksgiving Day in Detroit, MI and Dallas, TX that celebrate the franchise history with ‘retro’ uniforms, Coors Original will offer NFL Classic trivia on 12 oz. bottles and 24 oz. cans.

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About Coors:
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 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.

FOR IMMEDIATE RELEASE
Contact Information:
Nell Hurley
AMP Agency
617-723-8929 x5143
nell.hurley@ampagency.com