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Comedy legend Jeff Low directs new Because You Tried Today campaign
Last month, Coors launched its first USDA-certified organic brew, Coors Pure, with a literal Beer Run in Central Park and a nationwide beer giveaway for drinkers who simply ran in the shape of a Coors Pure can. Now, Droga5 New York is sharing the brand’s first national campaign, which debuts this week with the fitting tagline, Organic, but Chill About it .
Coors Pure is an organic beer with three simple ingredients: barley, hops and water, 0 sugar, and only 92 calories. It’s a beer that lets you drink and maintain your healthy lifestyle. If you like beer and you also run every now and then this beer’s for you. If you remember to cycle sometimes but conveniently “forget” other times this beer’s also for you. If you’re into ultra-marathons or hiking at 5 am. Then no, this beer is not for you.
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Video
We all know a few of them. Some of us
are them. The marathoners. The vegan/gluten-free/paleo evangelists. The hardcore outdoorsmen. The health and wellness devotees who can’t help but be, well, just a little obnoxious in their unfailing dedication and righteousness. Coors isn’t one of them. But the beer behemoth does want to do better by the planet and by consumers – and reward all of us for trying our best during a challenging time, even if we didn’t PR in our latest 5k and may have had a few too many ‘cheat days’ this month.
Operator
Good day, and welcome to the Molson Coors Beverage Company First Quarter Fiscal Year 2021 Earnings Conference Call. [Operator Instructions] Our speakers today are Gavin Hattersley, President and Chief Executive Officer; and Tracey Joubert, Chief Financial Officer.
With that, I ll hand it over to Greg Tierney, Vice President of FP&A and Investor Relations.
Greg Tierney
Vice President of FP&A and Investor relations
Thank you, operator, and hello everyone. Following prepared remarks from Gavin and Tracey, we will take your questions, please limit yourself to one question and if you have more than one question, please ask your most pressing question first and then reenter the queue to follow-up. If you have technical questions on the quarter, please pick them up with the IR team in the days, in the weeks that follow.