Coors Launches Australian Van Damme Campaign

17 Nov 2014 --- The launch of Coors’ new multi-million dollar Jean Claude Van Damme advertising campaign.

A massive success in the UK, the campaign endorses Coors' position as the world's most refreshing beer by capitalising on the popularity and irreverent humour of Jean Claude Van Damme.

The first two ads, Clothes Taken and Frostbite, launched on digital channels including buzzfeed and pedestrian TV, as well as the ESPN and Fox Sports News websites, with further executions to follow.

Said David Coors, Molson Coors’ General Manager of Australasia, “Set in the Rocky Mountains, the Van Damme campaign reinforces Coors’ credentials as the world’s most refreshing beer in a fun way.

“We take our beer and quality seriously, but we try not to take ourselves too seriously and our campaign reflects this. This commitment to refreshment is also brought to life by our innovative cold activated packaging; the mountains turn blue when the beer is as cold as the Rocky Mountains.”

The campaign will be supported in trade by a range of point of sale, with the TV campaign airing from December 1.

Frost brewed to be the world’s most refreshing beer, Coors is one of the world's top five globally sold beer brands and was launched in Australia in February 2014, in partnership with Coca-Cola Amatil.

The launch coincides with the arrival of Coors draught in Australia and the launch of the 355ml ‘silver bullet’ cans.

Coors (ABV 4.2%) has 102 calories and 5 grams of carbs per 355ml serving