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Adolph Coors Co. is scheduled to begin airing what the...

November 20, 1987

Adolph Coors Co. is scheduled to begin airing what the company says will be the most costly ad campaign in its history--a $200-million-plus combination of ads for Coors brand and Coors Light beers. The new ad campaign for Coors and Coors Light will feature a series of fast-paced vignettes. Some of the new Coors ads will include film clips of boxer Sugar Ray Leonard, and a spot for Latino television will feature clips of singer Richie Valens. The new slogan for Coors brand will be "The American Original."

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