Coors Brewing Co. has signed John Elway as a
spokesperson for Original Coors "in hopes more consumers
will pick up six-packs of the flagship brand," according to
Dina Bunn of the ROCKY MOUNTAIN NEWS. Elway and ESPN
announcer Dan Patrick will be "featured" in a series of 30-
second TV ads during the MLB All-Star Game tonight on Fox.
Bunn ads that terms of the deal, or cost of the ad campaign,
"were not released" (ROCKY MOUNTAIN NEWS, 6/13). In Denver,
Penny Parker notes that two of the three ads "produced so
far don't even mention Elway by name." Elway and Coors have
"discussed a marketing partnership over the years," but beer
industry guidelines prohibit brewers from using pro athletes
in beer ads "until they're retired" (DENVER POST, 6/13).
BRANDWEEK's Gerry Khermouch writes that the new ad campaign
features Patrick "seated in the stands or dugout" at Mile
High Stadium "recounting aspects of Elway's professional
history." The spots "conclude with" Elway twisting off the
cap of a Coors and asking, "What'd you expect me to drink?"
(BRANDWEEK, 7/12 issue). The 30-second spots are from
Foote, Cone & Belding, Chicago (AD AGE, 7/12).
ELWAY NAME GOES A LONG WAY? In Denver, Kevin Coleman
wrote that "an estimated 30,000 fans attended the four days"
of the Celebrity Players Tour (CPT) at Inverness Hotel and
Golf Club in FL last week, an event which included Elway.
In fact, "some CPT officials believe there is a 90 percent
chance Elway's name will become part of the tournament's
moniker" in 2000. Coleman noted that the CPT is
"negotiating with" The Golf Channel to televise four to six
of its events next year (DENVER POST, 7/12).
