Coors Light

Coors Light

September 17, 2007 09:00 ET

Coors Light Unleashes Second Year of Mystery Mansion Campaign

Exclusive event gathers winners ready to party - they just don't know where!

TORONTO, ONTARIO--(Marketwire - Sept. 17, 2007) - Coors Light is once again opening the gates to its "Coors Light Mystery Mansion" promotion - but just for a lucky, exclusive group - following the success of the campaign's 2006 launch.

The high octane opportunity gives beer-drinkers the chance to win passes to the private Mystery Mansion party, which is held at an undisclosed mountain location.

"We had tremendous success with the first year of the Coors Light Mystery Mansion, which is why we are bringing the exclusive event back to our consumers who love to have a great time," said Jamie Sprules, Coors Light Brand Manager at Molson. "Our advertising campaign is a fun take on how far people will go to access this fantasy-filled, once-in-a-lifetime party experience."

The campaign launches today with "Rocketman", a 30-second television spot featuring four hopeful guys standing atop a mountain overlooking the Mystery Mansion. Desperate to join the party, three of the eager friends encourage the fourth who is lucky enough - or unlucky enough - to have a jet-pack strapped to his back.

A premature ignition sends the "rocket man" tearing over tree-tops and into the mountainous horizon, while the remaining three cheer him on as he blasts right on past the Coors Light Mystery Mansion. The spot closes with an inside look at what winners can expect to find at the exclusive mountain party.

In addition to the TV spot, the Coors Light Mystery Mansion campaign includes print, radio and online advertisements and promotions. Also included are chances to win access to the party through specially-marked cases of Coors Light, on-premise promotions and online promotions at www.coorslight.ca. As part of the online campaign, Coors Light fans were given a sneak-preview of the TV spot through the brand's Facebook group, which was launched earlier this year.

The campaign reflects Coors Light's mischievous and sexy brand attitude and was developed by DraftFCB.

About Coors Light

Coors Light remains one of Canada's fastest growing beer brands due to its ice-cold, crisp, refreshing taste. Coors Light is also a major sponsor of adrenalin sports in Canada including wakeboarding, FMX and snowboarding.

About Molson

With roots dating back to 1786 and a time-honoured tradition of brewing quality beers, Molson is proud to be the nation's preferred brewer. The Company proudly offers the most popular brands in Canada with an award-winning brand portfolio which includes Molson Canadian, Coors Light, Molson Export, Molson Dry and Rickard's. Molson also partners with other leading brewers to offer such global brands as Heineken, Corona, Miller Genuine Draft, Foster's Lager and Tiger. Molson employs 3,000 Canadians, operates six breweries, including the boutique brewery Creemore, and invests in communities from coast-to-coast through its various charitable initiatives and sports and entertainment sponsorships. Molson is part of the Molson Coors Brewing Company.

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