Molson Coors has introduced a two-stage cold activation to Coors Light 440ml, 500ml cans and 330ml bottles and retailers could win a Transit van as part of the campaign. The initiative draws on Coors Light’s successful ‘Closest to Cold’ ad campaign featuring Jean Claude Van Damme and his quest for ice-cold refreshment in the Rockies. The products will now display the cold indicators; ‘Cold’ and ‘Damme Cold’ which are activated when the product reaches progressively colder temperatures.
Glen Price, Senior Brand Manager, Coors Light UK says, “We’re really excited about this initiative which we believe will resonate very well with our customers and consumers. Coors Light has seen fantastic growth in the UK for the last 2 years and we’re determined to keep building on this through product innovation, working with our customers and capitalising on a marketing campaign that has captured the imagination of our consumers.”
To complement the off-trade launch, Molson Coors is offering customers the chance to win a brand new Ford Transit Connect Van complete with 90 cases of new ‘Damme Cold’ Coors Light to sell in store under the trade communications banner of ‘Win a Van full of Damme Cold beer’.
The campaign is part of a £9m through-the-line investment announced last year, which represents the biggest advertising spend in Coors Light’s UK history.