The Coors Brewing Co. has taken steps to protect its marketing budget as it dangles $1 million in cash and prizes over the heads of its consumers. That's because specialty insurance is backing the "Zima Survivor Challenge," a sweepstakes that links its Zima alcoholic beverage to the "Survivor: Marquesas" television show. This type of risk management is enabling the Golden, Colo.-based brewer to make a big promotional splash without depleting its budget. "This is an attention-grabber," ...

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