MillerCoors

Andy England - CMO
Rick Gomez - VP, Brand Mktg.

Draftfcb *Lead Agency

Mike Czuba - VP, Director of Strategic Planning
John Lee - VP, Acct. Director
Bill Lindsey - SVP, Creative Director
Sean McGrath - SVP, Group Mgmt. Director
Chuck Rudnick - EVP, Group Creative Director
Marty Stock - EVP, Director of Acct. Mgmt.
Karl Turnbull - EVP, Director of Strategic Planning

MC Media *Lead Agency

Harold Dawson - SVP, Group Media Director

Razorfish

The Integer Group

In 2004, consumers were switching brands faster than you could say Last Call. Coors Light was losing volume and share for the first time in its history. We needed to give consumers a reason to believe it was worth their beer dollar. It was viewed as the weakest and most watery of the light beers, so in 2005 we took this negative perception, married it to our brands cold Rocky Mountain heritage and re-framed it to mean something positive: Rocky Mountain Cold Refreshment. From then on, Coors Light took off.