Coors to Top Beer Ads on Summer Holidays

The most recurring theme at the Coors convention last week was getting back the "Coors magic", that intangible force which created a mystique around the Coors brand and essentially created a Amsterdam tulip-like craze for the beer before it was rolled out in all 50 states (remember Smokey and the Bandit, where Burt Reynolds bootlegged a truckload of Coors?). Coors wants to regain some of that mystique with advertising that gets back to its roots of cold, rocky mountain spring