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Coors Light Partners With "Prometheus," Launches Co-Branded TV Ad

(May 17, 2012)

CHICAGO, IL -- (Marketwire) -- 05/17/12 -- It's going to be a very cold, very scary summer for movie fans.

To support the ongoing national launch of its Silver Bullet Aluminum Pint, Coors Light is partnering with "Prometheus," the summer's scariest action event film and director Ridley Scott's return to the genre he helped define. A co-branded 30-second TV ad, produced by Scott and his production company, RSA, debuts next week. The spot, titled "Do You Thirst?," features footage from the film and will air nationally on network primetime, network and cable sports, and cable entertainment programming.

"Ridley and I had a fantastic time collaborating with Coors Light and its agency team on this creative," said Jules Daly of RSA. "It was great to see how they completely embraced the film's imagery and themes to create a truly integrated campaign."

In addition to the national TV ad, the partnership will come to life via the Coors Light Facebook page (facebook.com/CoorsLight), where legal-drinking-age fans will be able to see the new commercial and other "Prometheus" content. The partnership also will be promoted through retail merchandising and programming. Plus, Coors Light will make it possible for consumers to attend exclusive screening events in more than 30 markets across the United States.



"Partnering with a visionary such as Ridley Scott presents a special opportunity for Coors Light to drive consumer and retailer enthusiasm for our new Silver Bullet Pint," said Dan Hennessy, senior director of marketing for the Coors Family of Brands. "It's clear 'Prometheus' is going to be the summer blockbuster movie of 2012, once again bringing Sir Ridley's unique story-telling skills to science fiction fans. We're thrilled to be part of the excitement surrounding this film."

About PROMETHEUS
Ridley Scott, director of "Alien" and "Blade Runner," returns to the genre he helped define. With PROMETHEUS, he creates a groundbreaking mythology, in which a team of explorers discover a clue to the origins of mankind on Earth, leading them on a thrilling journey to the darkest corners of the universe. There, they must fight a terrifying battle to save the future of the human race.

Written by John Spaihts and Damon Lindelof, PROMETHEUS opens June 8, 2012. It stars Noomi Rapace, Michael Fassbender, Idris Elba, Logan Marshall-Green and Charlize Theron.

About Fox Filmed Entertainment
One of the world's largest producers and distributors of motion pictures, Fox Filmed Entertainment produces, acquires and distributes motion pictures throughout the world. These motion pictures are produced or acquired by the following units of FFE: Twentieth Century Fox, Fox 2000 Pictures, Fox Searchlight Pictures, Fox International Productions, and Twentieth Century Fox Animation.

About MillerCoors
Built on a foundation of great beer brands and nearly 300 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second-largest beer company in the United States, capturing nearly 30 percent of beer sales in the U.S. and Puerto Rico. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of brands across every major industry segment. The portfolio is led by the company's premium light brands: Coors Light, Miller Lite and Miller64. Coors Light, the World's Most Refreshing Beer, offers consumers refreshment as cold as the Rockies. Miller Lite established the American light beer category in 1975, offering beer drinkers a light beer that tastes like beer should. Miller64 is 64 calories of crisp, light taste that complements a balanced lifestyle. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High Life and Keystone Light. Tenth and Blake Beer Company, the MillerCoors craft and import division, imports Peroni Nastro Azzurro, Pilsner Urquell and Grolsch, and features craft brews from the Jacob Leinenkugel Brewing Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel's craft brewery in Chippewa Falls, Wisc., and two microbreweries, the Tenth Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. The MillerCoors vision is to create the best beer company in America through great people changing the way America enjoys beer. MillerCoors builds its brands the right way through brewing quality, responsible marketing and sustainable environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company. Learn more at MillerCoors.com, at facebook.com/MillerCoors or on Twitter through @MillerCoors.

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For more information, contact:
Scott Bussen
MillerCoors
312.496.2969
[email protected]

Stephanie Zipp
Olson PR
312.854.7521
[email protected]


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