Court Burkitt and Company has taken Coors Extra Gold back to its roots,
with a new TV campaign set in Golden, Colorado, and a new strapline:
‘It’s worth its wait in Golden.’
The first two commercials - part of a pounds 4 million annual spend to
support the Scottish Courage-owned brand - feature genuine residents of
the US town, Golden, which has been the home of the family-run Coors
brewery since 1873.
John Ratzenberger, the former Cheers star who has acted as the spokesman
for Coors in recent campaigns, has been dropped in favour of two real-
life characters - a cop and a volunteer fire-fighter. The commercials
follow each through a working day as their desire for a Coors Extra Gold
escalates.
The spots depict Golden, Colorado as a town dominated by the Coors
brewing company, providing the men with endless reminders of the
deprivation they must undergo until they are off duty. We see Coors
delivery trucks driving by, Coors ads outside a coffee shop, people
drinking Coors on their lunch break and a train full of Coors pulling
out of the town.
Lionel Knight, the joint managing director of CBC, said: ‘The brand
appeal and credibility is enhanced by the use of real people - almost
everyone in the films is a citizen of Golden.’
The ads were written by Mike Court, the agency’s creative director, and
art directed by Nick Scott, the head of art. Tom Connolly directed both
commercials through Sloggett Connolly Bogaerde. Media buying is
centralised into the Media Centre.
John Nicolson, the marketing director of Scottish Courage, commented:
‘The advertising will reinforce Coors’ position among premium lager-
drinkers as a real American beer with a distinctive brewing heritage.’
