DENVER: The Coors Brewing Co. has selected GroundFloor Media as the AOR for its Coors Light and Zima XXX brands, the latter a new hard-punch version to revive the Zima label.
GroundFloor Media won the Coors Light account earlier this month and the Zima account in late 2005.
Laura Love, GroundFloor president and founder, said this year's program will involve a mix of PR.
"It's going to be a blend of a lot of different PR and strategies," Love said.
She also said Coors is looking to try some new things, but was unable to talk about what those new tactics would involve.
Kabira Hatland, director of corporate communications at Coors, said the company does not disclose any details about its PR initiatives "ahead of time."
The contract is for one year.