Because I worked on the Coors account and now work on the Camel account, I’ve long since learned that legal has as much say, if not more say, than the brand managers on the business. Which is why I find it amusing to see Stuart Elliott puzzle over the legalese involved in marketing alcohol.
The Coors Brewing Company is offering consumers a chance to win tickets for the 2008 or 2009 Super Bowl. The video clips that contestants are invited to submit on two Web sites (coorsbeer.com and coorslight.com), to demonstrate why they deserve a trip to the Super Bowl, cannot depict Santa because the character appeals to those under the legal drinking age of 21.
Also forbidden in the videos, according to a lengthy list of contest rules, are famous people; references to football teams, players, coaches or owners; political themes; depictions of drinking while driving; drinking games; drinking beer “rapidly, excessively, involuntarily”; religious references; gambling; illegal or explicit sexual activity; any form of intoxication; any beer brands that compete with Coors or Coors Light; violence; and dangerous situations.
Oh, yes, and everyone who submits a video or appears in one must be 21 or older.
One more thing. You have to enter your date of birth twice before you can visit the sections of the Web sites devoted to the contest.
The UGC-based promotion is being handled by Avenue A/Razorfish and The Integer Group.