Coors Light Bear

An NFL policy prohibits plays from endorsing alcoholic beverages. So Coors found a linguistic work-around:

Last year's commercial promoted the Coors (Flash) Light:

I have some inter-related contractual and cultural questions. Are these commercials really consistent, legally, with a contractual agreement not to promote alcoholic beverages? Is is crucial that there actual merch you can buy associated with the punning products allegedly advertised (a flashlight last year, a bear-shaped golf club cover this year)? And are there any other legally-restricted products besides beer where such work-arounds would be winked at?