Coors Light's New Ad Campaign

AdolphMolsonCoorsWhatever has bored us with the details of unveiled their new ad campain which:

“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.”

Does
any human (marketing people need not count yourself in this group.
Disclosure: I have a degree in marketing) know WTF the “taste of Rocky
Mountain cold refreshment” is? Is this just a marketing spin on “Rocky
Mountain Piss Water”? Is is possible to engage drinkers of light beer?
Just asking…

Check out Adrants for a link to the details.

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