Coors Brewing Company Launches Campaign Showcasing
Hispanic Community Leaders
Coors Brewing Company
Launches Campaign Showcasing Hispanic Community Leaders
June 7, 2006
By Coors Brewing Company
June 12, 2006
Golden,
Colo. (June 7, 2006) Coors
Brewing Company unveiled the Líderes
advertising campaign yesterday at the Hispanic
Association on Corporate Responsibility's
(HACR) 20th Anniversary Symposium in Washington
D.C. The new campaign showcases key Hispanic leaders
in print ads that will run in Hispanic publications
in Dallas/Ft. Worth, New York, LA and San Diego
starting this month.
"These leaders are as diverse
as the Hispanic community itself and through this
campaign, Coors aims to recognize and highlight
their accomplishments so people know who they
are and what they do," said Rafael Fantauzzi,
corporate relations manager for Coors Brewing
Company. "Coors is honored to bring visibility
to Hispanic leaders who have made such a difference
by being involved in their community reminding
us all that we can do the same."
The Lideres ad campaign portrays
the diverse demographics represented in the U.S.
Hispanic community. The leaders are men and women,
of various races and countries of origin, who
have overcome obstacles and limitations to spark
social change and create economic opportunities.
Not only have the leaders achieved great success
in their careers, but they have devoted their
time and resources to furthering the Hispanic
community's goals.
Nine ads will begin rotation in
June with three additional ads to be developed
by the end of the year. The leaders participating
in the campaign and their sponsoring organizations
include:
Daisy Aponte sponsored by MANA: A National
Latina Organization
Ish Arebalos sponsored by Fort
Worth Hispanic Chamber of Commerce
Gilbert F. Casellas sponsored by Hispanic
Federation
Willie Colon sponsored by National
Puerto Rican Coalition
Carlos de La Torre sponsored by Fort Worth
Hispanic Chamber of Commerce
Dr. Emilio Gonzalez sponsored by Cuban
American National Council
Raul Izaguirre sponsored by Arizona
State University's Center for Leadership and Civil
Rights
Judge Lena Levario sponsored by League
of United Latin American Citizens
Grace Lopez sponsored by Hispanic Federation
Jose Montero sponsored by Cuban American
National Council
Representative Grace Napolitano sponsored
by the Congressional
Hispanic Caucus Institute
Rosa Navejar sponsored by Fort Worth Hispanic
Chamber of Commerce
Marcela Poveda sponsored by National Puerto
Rican Coalition
Angel
Reyes sponsored by League of United Latin American
Citizens
Alma Morales Riojas sponsored by MANA:
A National Latina Organization
Marisa Rivera-Albert sponsored by National
Hispanic Leadership Institute
Flora Sanchez sponsored by Search
Institute
Liz Torres sponsored by National Hispanic
American Education Fund
Connie Valiente sponsored by National
Hispanic Leadership Institute
Cid Wilson sponsored by Puerto
Rican Legal Defense and Education Fund
"Coors has been a long-time
partner of the Hispanic community," said
Alma Morales Riojas, executive director of MANA,
A National Latina Organization and chair of HACR.
"Their partnership with MANA, A National
Latina Organization, and HACR has helped provide
support to the Hispanic community through social
programs and scholarships. The Lideres campaign
is an innovative way for the country to learn
about the many Latina and Latino leaders. What
a wonderful way to embrace the leadership that
helps create national change at the local community
level."
Coors approached Hispanic non-profit
partners asking them to identify community leaders
who represent the values of their organizations
and the communities they serve. The ads feature
photographs of the leaders in the communities
where they make a difference. The ad copy is primarily
in Spanish, but each leader has an opportunity
share their English language mantra with the community,
showcasing the importance of bilingualism and
biculturalism.
"Having someone I could turn
to for advice when I was starting my career was
instrumental and motivated me to stay on course
during the difficult times," said Willie
Colon, the Grammy award-winning musician. "That's
why I welcome the opportunity to join Coors Brewing
Company and the National Puerto Rican Coalition
in advancing the aspirations of talented Latinos
through the Lideres program. I congratulate Coors
for sponsoring this valuable leadership initiative
and look forward to helping young people succeed
in the music industry."
About Coors Brewing Company:
Coors Brewing Company is a subsidiary of Molson
Coors Brewing Company (NYSE:TAP)(TSX:TAP).
It is the third largest brewer in the U.S. The
company's U.S. brands include Coors
Light, Molson
Canadian, Coors,
Killian's
Irish Red, Keystone,
Blue Moon, Coors NA and Zima XXX. For more information
on Molson Coors, visit the company's Web site,
www.molsoncoors.com.
Media Contacts:
Kabira Hatland, 303-277-5805
Coors Brewing Company
Kabira.Hatland@Coors.com
or
Kassa Harrison, 303-526-1457
KLH
Consulting Services
KHarrison@klhcs.com
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