But the Horse Has Already Left the Barn...

...and lived a full life and passed into the next. But Coors, discovering the door ajar, is racing to close it.

Latest marketing push uses "Whatever your mountain, climb on" to lure back diverse crowd of consumers curious about craft brews

The campaign opens with a panoramic shot of hiker scaling a snow-covered peak, which is followed by a "Rocky"-style montage of boxers, bull riders, runners, climbers and welders.

"Our mountains make us who we are, your mountains make you who you are," the ad says, winding up with "whatever your mountain, climb on."

It's a far cry from hot babes and cold beer.

The new comprehensive marketing campaign from MillerCoors, the Chicago-based joint venture of Denver-based Molson Coors and SABMiller, targets women, consumers with diverse ethnic backgrounds and adults aged 35-44, hoping to draw customers back to the venerable brand.

On the positive side: at least now they're aware they have a problem. On the negative side: they've skeezily objectified women for 35 years.