NSF Action Alert: Coors Light Asks, "Who Needs Sleep?"

National Sleep Foundation, June 2002

Coors Brewing Company recently launched a national television commercial for Coors Light beer titled "Who needs Sleep?" By directly questioning the importance of sleep, the Coors' advertisement demonstrates either inexcusable irresponsibility or woeful ignorance of the benefits of sleep and the consequences of sleep deprivation, especially as it affects young adults.

NSF has spoken directly with Coors executives and has written to Chairman and CEO Peter Coors to express concerns regarding the irresponsible messages conveyed in this commercial. The TV spot repeatedly uses the refrain from a popular song by the group, Barenaked Ladies, to blast the question, "Who Needs Sleep?" while showing young adults drinking and dancing from 10:01 pm through the night until 3:01 in the morning.

As you know, sleep is vitally important to the health, safety and quality of life of all Americans. By dismissing the importance of sleep, Coors is encouraging risky behaviors by young adults, a group that already represent the majority of drowsy driving crashes.

Coors has always tried to build an image as a responsible company that encourages responsible behavior. This ad flies in the face of that image.

Therefore, NSF asks you to join in our efforts. Please send a letter to Peter Coors and others to ask that this commercial be pulled off the air. You may also send letters to your local Coors distributor and television stations currently running this commercial.

NSF urges you to speak out for sleep and help spread the word about this irresponsible advertising campaign. Thank you for your support!

Send your letter to:

Peter H. Coors
Chairman & CEO
Coors Brewing Company
PO Box 4030
Golden, CO 80401

Or call 1-800-642-6116 to register your concerns.