Advertising tries to generate desire by creating certain images that become consuming. I don't think the problem of alcohol and tobacco advertising there will be solved until the questions of who owns it and how it will be developed are answered. With a sweet citrus taste and a potency slightly above regular Coors beer, Zima was designed to seem different and to entice underagers, they charged. In a move late last November noticed mainly by the advertising world, Coors punched enticement up a notch by going on the World Wide Web. A month earlier, Zima executives had the product's Internet address printed on the backside of the Zima label.
Browsers first see the Zima spot logo superimposed over a visual of young, smiling people.
Three icons invite users to learn about the product, join the Tribe, or write to Zima. Pages flow around short episodes in the life of a young 'Net surfer named Duncan. Viewers can download sound bites and small product billboards to replace icons on their own screens. I am right on the money. So when he sits down to write the cyberfiction, he pictures a white male between the ages of 25 to 29, he says.