New TV advertising for Coors Light beer

The “Hear Me Now!” commercial will also be showcased for three months across a raft of other media channels, including cinema, on-line and mobile platforms.

Set in the Rocky Mountains, ‘Hear Me Now!’ features two ‘geeky’ guys and their female friend. Captivated by the light taste of Coors Light they burst into infectious, comedic song.

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.”

“Hear Me Now!” is the second Coors Light TV advert to air since the brand launched in 2007, supporting its on-going growth in the UK market. The ad campaign is designed to appeal to both male and female drinkers.

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 out-takes from the commercial and links to the Coors Light site.

Exclusive Coors Light promotions will also be running throughout the summer at leading retailers including Asda, Sainsbury’s, Morrisons and the Co-op.