Coors Brewing Company, Search Institute(SM), and PLAYERS INC Launch MVParents to Help Parents Be MVPs in Their Children's Lives

Coors Brewing Company, Search Institute(SM), and PLAYERS INC Launch MVParents to Help Parents Be MVPs in Their Children's Lives

Campaign Uses Search Institute Expertise and Research to Give Parents Tools to Support Kids in Making Smart Choices About Alcohol

GOLDEN, Colo., June 28 /PRNewswire/ -- Coors Brewing Company, PLAYERS INC, the marketing and licensing subsidiary of the NFL Players Association, and Search Institute -- a national leader in helping parents and community leaders understand what children and teenagers need in their lives to make positive, responsible choices -- today launched MVParents, an initiative geared to helping parents address underage drinking by nurturing strong, healthy kids. The campaign provides parents with tools and information to support them in being the "most valuable players" in their children's lives -- and so their children can thrive and make healthy choices like not consuming alcohol.

The MVParents initiative is a national, multi-faceted campaign that includes the development of a new Web site -- MVParents.com; a national television advertisement featuring pro football legends Barry Sanders, Troy Aikman, Marcus Allen and John Elway; consumer education materials and resources; and in the future, in-store marketing materials featuring MVParents resources, and community outreach via local market distributor partners. While MVParents will benefit all parents, it is primarily geared towards reaching fathers -- a key part of the parenting team, yet one often overlooked in terms of impacting their children's development and decisions.

Search Institute has a long history addressing the complex problem of underage drinking. It has done so in the context of parents, their kids, and communities. A report from the National Academy of Sciences, "Reducing Underage Drinking: A Collective Responsibility," finds that parental monitoring and involvement are the key components in reducing adolescent drinking.

"Today, there aren't many parenting tools geared to fathers. With MVParents we think Coors has a great chance to talk to Dads -- and all parents -- about preventing underage drinking," said Frits van Paasschen, president and chief executive officer of Coors Brewing Company. "At Coors, our motto is: 'we'll wait for your business.' We say it and live it, because we are committed to preventing the misuse of our products, including underage drinking."

MVParents is a practical easy-to-follow resource that builds on Search Institute's widely used, research-based framework of 40 Developmental Assets(TM). Search Institute identified these assets -- or positive experiences -- as the essential building blocks for healthy development. Across race and gender, in big cities and small towns, studies have shown that the more of these assets young people experience, the less likely they are to have a problem with alcohol as well as other high-risk behaviors.

"Developmental Assets are already being used in more than 600 communities and in thousands of organizations across the United States," said Dr. Peter Benson, president of Search Institute. "What we've found is that when young people experience a high level of these assets, they are 15 times less likely to engage in problem alcohol use than those with few assets. MVParents gives us the ability to get these vital tools into the hands of even more parents."

"PLAYERS INC is proud to bring player personalities to support a crucial issue like preventing underage drinking," said PLAYERS INC president Doug Allen. "NFL players have a long history of community involvement and MVParents is a great way to build upon that commitment."

Coors' ongoing commitment to responsible use is reflected in initiatives such as promoting only responsible adult consumption within advertising and marketing; supporting effective prevention, education and intervention referral programs; and working with its distributors to promote responsible retailer practices -- such as server training programs and use of Coors' responsibility point-of-sale materials.

About Coors Brewing Company

Coors Brewing Company is a subsidiary of Molson Coors Brewing Company, (NYSE: TAP; TSX). It is the third largest brewer in the U.S. The company's U.S. brands include Coors Light, Molson Canadian, Coors, Aspen Edge, Killian's Irish Red, Keystone, Blue Moon, Coors NA and Zima XXX. For more information on Molson Coors, visit the company's Web site, www.molsoncoors.com.

About Search Institute(SM)

Search Institute is a national leader in generating cutting-edge ideas, research, and strategies for growing healthy, thriving children and adolescents. Founded in 1958 as an independent nonprofit organization, the mission of Search Institute is to provide leadership, knowledge and resources to promote healthy children, youth and communities. At the heart of Search Institute's work is its framework of 40 Developmental Assets(TM), which identifies positive experiences, relationships, opportunities and personal qualities that all young people need to help them make positive choices.

About PLAYERS INC

PLAYERS INC, the licensing and marketing subsidiary of the NFL Players Association, was created in 1994 with a mission of "taking the helmets off" the players and marketing them as personalities as well as professional athletes. Representing over 1,800 active players and 3,000 retired players, PLAYERS INC has become a major player in the sports marketing industry.

Source: Coors Brewing Company

CONTACT: Kabira Hatland of Coors Brewing Company, +1-303-277-5805, Kabira.Hatland@Coors.com; or Lora Friedrichsen of GolinHarris, +1-972-308-9138, lfriedrichsen@golinharris.com, for Coors Brewing Company

Web site: http://www.molsoncoors.com/

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