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Montreal-based Molson will again use Global Positioning System technology to locate the winners of a contest in support of the Coors Light brand in Quebec. This year's "Tracker Bottle" promotion begins this week. The winners will be those who find one of three special bottles in specially marked cases of 12 and 24 Coors Light. A transmitter will be activated when the cap is removed from one of these bottles. A Coors Light/Star Choice Team will then "track-down" the winner who will receive a home entertainment system. "Given the immense success of the Tracker Bottle promotion last summer, we decided to repeat the experience," said Coors Light brand manager Denis Ferlatte. "Last year the promotion enabled Coors Light to increase sales and market share in Quebec and to project a progressive, innovative image to the brand's target consumer segment." Marketing Drive Canada created the concept for the Tracker Bottle promotion. That agency and Mondialis created the television and radio ads that will promote the contest in Quebec.

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