Coors Light offers an Ice Cave Rave in new promotion

Coors Light ad

A promotion has been launched for Coors Light in the on-trade giving consumers the chance to win a trip to party in an “Ice Cave”.

Molson Coors is offering the prize to people who take a photo of their pint of Coors Light and upload it to Twitter or Instagram using the hashtag #IceCaveRave.

Winners and three friends will travel to the French Alps in March next year to embark on a series of “quests” culminating with the “ultimate Ice Cave Rave Party” in Les Arcs. Runner-up prizes include music downloads.

It is being promoted in the on-trade through point-of-sale materials in outlets across the UK. Molson Coors is also supplying digital toolkits for outlets to use on their social channels. It is also being run in the off-trade and online at

The promotional campaign includes a series of experiential events, including a free “Ice Cave Rave” pop-up in Devonshire Green in Sheffield running from today until September 25, promising to be the “coolest” bar in the city and featuring live DJ sets. Click here for more details.

Molson Coors has also launched a quest to find the best up-and-coming DJ to play at the ultimate Ice Cave Rave in France with music magazine Mixmag. A shortlist of DJs will compete at the Sheffield Ice Cave before three winners are selected.

A new advertising campaign featuring brand ambassador Jean Claude Van Damme (pictured) is under way to support the initiative and the wider Coors Light brand. An £8m overall marketing investment has been made in Coors Light in 2016.

Ali Pickering, portfolio brand director at Molson Coors, said: “With sales up 23% in 2015, Coors Light is now the UK’s fastest-growing lager in the top 10, which is a huge accolade for the brand.

“For us, it’s not just about delivering refreshing, great-tasting beer but ensuring we consistently reward our loyal customers with exciting brand campaigns and promotions, and ‘Party in the Ice Cave’ is no exception.

“By sharing an image of their pint on social media, Coors Light fans will have the chance to embark on an incredibly unique trip that they’ll never forget.”

Winners will be documenting their journeys across social channels using the hashtag #IceCaveRave and #CoorsLightRave specifically for Instagram.

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