Coors Agrees to Keep Race Cars, Jets Out Of TV Ads
NEW YORK (AP) _ The makers of Coors Light beer, who have already promised to drop their ″won’t slow you down″ slogan nationwide, agreed today to keep race cars and jets out of their television ads in New York state.
Attorney General Robert Abrams said the combination of the slogan and the sports images gave the ″dangerous and misleading″ impression that drinking the beer would not make a person drunk.
Coors Light, the third best-selling beer in America, contains only slightly less alcohol than regular Coors. Both are made by Coors Brewing Co., based in Golden, Colo.
The U.S. Bureau of Alcohol, Tobacco and Firearms reached agreement with Coors in May to pull all print and broadcasting ads using the slogan by Oct. 1. The campaign has been in use since 1983.
Coors did not admit to any wrongdoing in either the state or federal settlement.
″We do not agree that we mislead consumers,″ said Coors spokeswoman Cindy Dolphin. She said Coors was ″already in the process of phasing the slogan out of our advertising.″
As part of the New York agreement, Coors agreed to also stop using the ″Silver Bullet″ jet and race car in television ads. Abrams spokesman Ed Barbini said the ban applied to New York television stations and network TV programs seen in the state.
But the Coors spokeswoman said those ads have not been used anywhere for at least a year anyway and probably would not be revived.