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Coors Light begins Search & Rescue promotion

Molson Coors Canada has begun a promotion called "Search & Rescue" in support of its Coors Light brand. The initiative takes the form of a month-long treasure hunt intended to rescue consumers from an average summer. Until July 31, Canadian consumers can enter their location at <> to find one of 880 boxes hidden in various parts of the country. When a participant finds an unclaimed box, they must post a picture of themselves with it to Twitter. The company will then send them a question, which the participant must answer to unlock the box. Each box contains summer-themed prize, such as race car driving, rafting trips, event invitations, wakeboarding equipment or gift cards.

"Coors Light is all about helping Canadians seize the day so that they can get the most out of life by embracing the unexpected," said Karl Bonar, senior marketing manager at Molson Coors Canada. "Search & Rescue helps our fans get more out of summer with surprise experiences and prizes that turn average into awesome and the uneventful into the unforgettable."

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