Coors unveils new ads for 2005. The press release states :
The new advertising engages consumers with humor, familiar social settings, and great music. The spots reinforce that Coors Light delivers the ultimate in cold refreshment, with the coldest tasting beer in the world.
"The heart of Coors Light marketing is to communicate that in every bottle, can and glass of Coors Light is the taste of Rocky Mountain cold refreshment," said Buxton. "In everything we do this year, we will engage our drinkers and dramatize our unique Coors Light benefits."
Unfortunately the ads continue on with the bastardising of the language with the tagline "Taste the cold".