Coors Brewing Company has revealed its latest advertising campaign for Coors Light in the US. At the annual Coors distributor convention in Orlando yesterday (31 March) Coors' chief marketing officer, Lee Buxton, showed some of the adverts scheduled for this year.

"The heart of Coors Light marketing is to communicate that in every bottle, can and glass of Coors Light is the taste of Rocky Mountain cold refreshment," said Buxton. "In everything we do this year, we will engage our drinkers and dramatise our unique Coors Light benefits." The tagline for some of the adverts will be "Taste the Cold."

In addition to the 2005 television campaign, Coors Light and other Coors brands will be complemented by an extension of print, radio and out of home advertising, as well as a range of marketing promotions, interactive communications and packaging innovations, the company said.