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Can-It:

Coors has left its mountain man image to appeal to today's youth who view Hip-hop as the most authentic and "real" music being produced today.

While Coors has traditionally marketed itself as the "Rocky Mountain Brew", teens don't identify with John Denver anymore.

The new musicians that young people consider cool are Hip-hop artists like Nelly, Eminem and Jay-Z.

That's why Coors paid for the title sponsorship of Nelly's summer 2003 U.S. tour and created this special edition Coors beer can (left), which "celebrates 25 years of Hip-hop."

With American teenagers selecting Hip-hop as their favorite type of music*, Coors clearly is targeting youth. Write to CEO Peter Coors to protest his company's youth-targeted marketing practices.

*Source: USA Weekend Magazine, May 5, 2002. 60,000 teens responded to an online poll asking, "If you had to choose just one type of music to listen to exclusively, which would it be?"