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Company: Coors Brewing Co.
    View Company Scorecard / Contact Company
Brand: Coors Light
Ad Title: Perception Isn't Always Reality
Business Category: Alcoholic Beverages
Media Outlets: Print
Country: United States
Region: North America
Agency: FCB Worldwide
Year: 1997
Target: Business-to-Business
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Corporations and others including the L.A. Police Department are increasingly seeking lesbian and gay employees in their diversity recruitment efforts.

Coors began with this ad in 1997, and soon after added its own gay-specific ads as well. Coors’ move -- an effort to repair years of damage from a gay boycott -- came after denying it would initiate gay marketing while rival brands Anheuser-Busch’s Bud Light and Miller pursued the market.


Beer companies are well represented in The Commercial Closet, largely due to an effort in the mid-1990s to pull away from the industry's longterm sexist advertising themes that objectified women. Such commercials were summed up by the Swedish Bikini Team ads from Stroh Brewing Co. for Old Milwaukee. Looking for new material to mine, brewers began extensively playing with gay and transgender themes in their advertising. However, because beer drinkers are stereotypically macho, the tone of many of the ads were more negative.

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Together We Can Move Mountains
Company: Coors Brewing Co.
Brand: Coors beer
Country: United States
Region: US National
Year: 2017



Together we can move mountains.
Company: Coors Brewing Co.
Brand: Coors beer
Country: United States
Region: US National
Year: 2017



Beer Man
Company: Coors Brewing Co.
Brand: Coors Light
Country: United States
Region: North America
Year: 1999

AdRespect Score:


Bicycle
Company: Coors Brewing Co.
Brand: Coors Light
Country: United States
Region: North America
Year: 2000



Bruce Hayes
Company: Coors Brewing Co.
Brand: Coors Light
Country: United States
Region: North America
Year: 2001



Castro, San Francisco [1:07 a.m.] Hot Guy
Company: Coors Brewing Co.
Brand: Coors Light
Country: United States
Region: North America
Year: 2005



Confidently Out
Company: Coors Brewing Co.
Brand: Coors Light
Country: United States
Region: US National
Year: 2001



Did You Know?
Company: Coors Brewing Co.
Brand: Coors Light
Country: United States
Region: North America, US Regional
Year: 2001



Domestic Partners
Company: Coors Brewing Co.
Brand: Coors Light
Country: United States
Region: North America
Year: 2002, 2003, 2004



Enjoy Gay Pride Week
Company: Coors Brewing Co.
Brand: Coors Light
Country: United States
Region: North America, US Regional
Year: 2000


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