Ice Bars to pop up in Manchester and London for Coors Light


coors light jean claude van damme

Ice bars are to be built in Manchester and London as part of a major new campaign to promote Coors Light as “ice-cold refreshment”.

The ice-themed venues will run for seven nights in London in December and for seven nights in Manchester in March next year. They will both host an intimate gig with Brit Award-winning band Rudimental.

Aimed at people aged 18 to 34, the ice bars aim to bring to life a new integrated marketing campaign for Coors Light, led by a TV ad featuring celebrity brand ambassador Jean Claude Van Damme (pictured).

The advertising sees the Hollywood star building his own ice bar in the Rocky Mountains as part of an ongoing quest to get as close as possible to the ice-cold refreshment of a Coors Light. The 60-second spot debuted on August 22 on TV and cinema after seeding on social media.

In the off-trade, people will be able to win a pair of tickets to see Rudimental perform at the London or Manchester Ice Bar through an on-pack promotion that involves entering a unique code on the Coors Light website.

Ali Pickering, Molson Coors brand director, said: “This new integrated campaign and strategic partnership with Brit-award winning band, Rudimental showcases this belief, resonating strongly with our target consumers.”
 
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