For the Coors Light beer brand, the Adolph Coors Brewing division of Molson Coors is planning an interactive initiative, scheduled to start in mid- April, that promotes 4:53 p.m. as the new 5 o'clock. YeeHaw! Less than 20 minutes to go!
Wait....did you say Mid-April? Shoot! Now I gotta wait til 5 o'clock anyway. Shucks...
For the love of God man, calm down!
The article's dated 2007 - go forth and imbibe...:-)