--->
Home - AdRespect Advertising Media Program
leftendAbout the AdRespect Advertising Media ProgramAdRespect Advertising Media Program Ad LibraryAdRespect Advertising Media Program ResourcesDonate to the AdRespect Advertising Media ProgramContact AdRespectJoin the AdRespect Advertising Media ProgramMember logon to the AdRespect Advertising Media ProgramAdRespect Advertising Media Program
spacer
paid advertisement



Coors Light - Perception Isn't Always Reality

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
none

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.

none

Be the first to comment on this ad!
none


Now's the Time [12:52 a.m.]- Dance
Company: Coors Brewing Co.
Brand: Coors Light
Country: United States
Region: North America
Year: 2006


Now's the Time [1:33 a.m.]- Dance
Company: Coors Brewing Co.
Brand: Coors Light
Country: United States
Region: North America
Year: 2006


Now's the Time [1:33 p.m.]- Hot Tub
Company: Coors Brewing Co.
Brand: Coors Light
Country: United States
Region: North America
Year: 2006


Now's the Time [10:26 p.m.]- Lipstick
Company: Coors Brewing Co.
Brand: Coors Light
Country: United States
Region: North America
Year: 2006


Now's the Time [7:15 p.m.]- Mirror
Company: Coors Brewing Co.
Brand: Coors Light
Country: United States
Region: North America
Year: 2006


Now's the Time [4:10 p.m.]- Pool
Company: Coors Brewing Co.
Brand: Coors Light
Country: United States
Region: North America
Year: 2006


Now's the Time [5:10 p.m.]- BBQ
Company: Coors Brewing Co.
Brand: Coors Light
Country: United States
Region: North America
Year: 2006


Make It A Threesome.
Company: Coors Brewing Co.
Brand: Coors Light
Country: United States
Region: North America
Year: 2005


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


Provincetown [11:48 p.m.] Hot Date
Company: Coors Brewing Co.
Brand: Coors Light
Country: United States
Region: North America
Year: 2004


none

Submit An Ad Test An Ad Rate An Ad Post Comments
space
© 2001 - 2019 AdRespect Advertising Education Program. All rights reserved.
Other works which appear on this site are the property of their various owners and are used for educational purposes, with no commercial intent.
space
Legal Statement and Terms of Use
Designed & Powered by Videotex


paid advertisement