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ProgramsCoors Light Silver ShootoutThe Silver Shootout isback andrevamped. CoorsLight is offeringconsumers a chanceto stay in the gameeven when their otherbrackets bust. Everyday of thetournament,Coors Light isgiving them theopportunity toget a newbracket and anew chance towin. Consumers will alsobe Coors Light’s biggestadvocates this year,spreading theword about theprogram/sweepstakes viatheir socialnetworking sites.Coors Lightconsumers willfeverishlycompete inbracket pools,filling outbracketsduring thistime. The more bracketsthey complete, the better theirchances are of achieving bracketimmortality.Leverage a full lineup of thematic,non-promotional on and off-premisePOS/tools.When consumers enter their UPC atsilvershootout.com, a code isprovided to enter the Silver Shootoutdiscount merchant online catalogwhere they can get 5% to 30% offsports apparel at one of the followingparticipating merchants: ChampionSports Apparel, Foot Locker, FinishLine, Nike or Under Armour.Coors Light is the only beer that canliterally refresh your bracket everyday of the Tourney!Coors Light NFLGet DraftedThis Pro FootballDraft programleverages Coors Lightas the obvious beerchoice during thefootball draft timeperiod. Designedto drive draft beerin the on-premiseand Coors LightHome Draft in theoff-premise, the ProFootball Draft programprovides exciting programming forboth retailers and consumers alikethroughout the draft weekend.National Draft POS will feature eithera “Trade Up on Draft Day” or “MakeYour Selection Count”, headline toencourage conversion. In addition,you’ll find cold activated on-packstickers designed specifically for theHome Draft unit. Stickers drivepurchase and expand share of spacefor innovations. This year’s programtruly capitalizes on the relevant,prime-time football event, connectingconsumers to the game they love!22HeadyTimes v.63 www.origlio.comThe thematic 2011 Coors Light St. Patrick’s Day programwill help dress up accounts and create excitement for theSt. Pat’s occasion. Using fun, branded merchandise suchas shamrock trans-am shades or a foam hat, Coors Lightwill enhance consumer’s St. Patrick’s Day occasion.