Coors Brewing launches responsible drinking campaign


Just as America celebrated its birthday, Coors Brewing Company launched a drunk driving prevention campaign, "You Hold the Key. Never Drive Drunk."

The campaign, which targets males 21-34, broke over the July 4th weekend. It will run in over 60 locations including Chicago’s top sports bars and T.G.I. Friday’s restaurants across Chicagoland. The campaign will be featured on OnSite Network’s Chicago network through December.

This timeline will enable Coors to cover several major sporting events and seasons when sports bars have the most viewers. These include the MLB season and World Series, the NFL season, NASCAR Racing to the Finish and the 2008 Summer Olympics, among other opportunities.

Creative is based on a campaign developed by DraftFCB. Creative production for OnSite Network was completed by OSN’s internal staff.