Scary Beer Ads Campaign Sample Media Advisory:

The following is a sample media advisory that you can download (in Microsoft Word format) and use to alert the media in your community of your media event. After your event please take a minute to email Laurie Leiber at scary@marininstitute.org or call us at 415-456-5692 to let us know how it went.

COORS PROMOTING BEER TO YOUTH WITH SCARY
MOVIE 3

Counter-marketing campaign launched at theaters and www.CoorsTwins.com

"Coors' Connection to PG-13 Film is a Trick, Not a Treat!" Say Youth, Parents

(San Francisco Bay Area)-Responding to Coors' aggressive attempts to market to underage youth, local young people and parents are launching their own counter-marketing campaign at area theaters and through a Web site: www.CoorsTwins.com . Youth and adults troubled by Coors' co-promotion with Scary Movie 3 are headed to theaters on opening night (Friday 10/24) to inform moviegoers that Coors is using this PG-13 Disney film as a marketing vehicle to reach underage youth. The youth and adult activists are handing out thousands of palm cards (attached) which highlight the Coors/ Scary Movie 3 connection and drive people to www.CoorsTwins.com to send CEO Peter Coors a message: "Stop Targeting Youth!"

Community Advocacy Events - Friday, October 24

Background

The Coors Twins, semi-clothed spokesmodels for Coors Beer, appear in the film and are featured in Coors/ Scary Movie 3 national advertising and store displays. These actions appear to be in defiance of the National Academy of Science's recent call for the alcohol industry to "refrain from marketing practices that have substantial underage appeal." The Scary Beer Ads Campaign is a collaboration between the Marin Institute and the Youth Leadership Institute.

The Marin Institute works to reduce alcohol problems through environmental prevention —a proven strategy to advance public health and safety. The Institute conducts media advocacy, promotes effective alcohol policies that require responsible actions from government and the alcohol industry, and supports grassroots campaigns in Marin County, California and nationwide. [www.MarinInstitute.org]

Youth Leadership Institute works with young people and adults to build communities that invest in youth. A leader in the field of youth development, YLI operates a national Training Institute and local Community-Based Programs, focusing on three disciplines: youth philanthropy, policy and civic engagement, and linking prevention with youth development. [www.yli.org]