San Mateo County Times (CA)

Coors is targeting teens
Letters to the Editor

Monday, November 03, 2003

WE ARE A GROUP of teenagers from 13 to 18 years old in San Mateo called YO Mateo, Youth Organizing in San Mateo County. We recently attended Scary Movie 3 and were upset by the fact that Coors was using a PG-13 movie to promote beer to youth. Inside this movie, we saw the Coors Twins and Coors products. Additionally, we have seen several commercials, posters, products and other materials associated with Coors sponsorship of this film that targets millions of underage youth.

This is an important issue to all of us because:

- 1. We don't want to be targeted by the alcohol industry.

- 2. Most people who see this movie are under 21.

- 3. Coors advertising shouldn't be placed in a PG-13 movie.

- 4. Alcohol use shouldn't be portrayed in a positive light to youth.

- 5. It promotes alcohol to underage drinkers.

- 6. The messages are, if you drink you will have fun and be sexy.

Peter Coors, the CEO of Coors has made a personal commitment to avoid advertising content and placement that targets underage youth. He claims that Coors does not want the business of America's youth. Why has he sponsored a Disney PG-13 movie that will reach a large audience of youth too young to legally buy beer?

We encourage people to respond to Peter Coors and let him and the Coors company know that underage drinking is an enormous health and safety problem.

Yikna Wu, Eddie Hu,

Elizabeth Leong, Jiaqi Li,

Andrew Huang, James Ni

San Mateo