Molson Coors Unveils ‘Frozen Pint’ Campaign
8 Jun 2015---Molson Coors is launching a new £6.2m Coors Light ‘Frozen Pint’ campaign, featuring a ‘Stay-Cold’ coaster giveaway.
Coors Light’s most recent TV ad sees Jean Claude Van-Damme inside his Ice Bar ‘Doing the Damme’ before enjoying a ‘Damme Cold’ Coors Light which is so cold it freezes to the icy bar top. Coors Light wanted to recreate this experience for its consumers by introducing ‘Stay-Cold’ coasters to keep their beers cool.
450,000 ‘Stay-Cold’ coasters will be given away to consumers across the on- and off-trade and there are three different colours to collect. Once frozen the Stay Cold Coaster helps keep your pint, bottle or can of Coors Light ‘Damme Cold’ from the first sip to the last.
In the on-trade, consumers purchasing one pint of Coors Light will be given a ‘Stay-Cold’ collector card and upon purchasing a second pint they can hand this collector card back to the bar, to receive an official ‘Stay-Cold’ coaster. Consumers purchasing two pints of Coors Light in one transaction will receive a free coaster with their purchase. On-trade activity will also be supported by back bar displays and POS kits.
In the off-trade, consumers purchasing a small pack of Coors Light in selected retailers will receive a free coaster.
Ali Pickering, brand director portfolio at Molson Coors, said: “The continued consumer demand for Coors Light has resulted in phenomenal growth over the last four years. We put this success down to a winning combination of great tasting beer and innovative brand campaigns which drive engagement with our drinkers.
Our consumers are eager to have novel and exciting experiences and we hope the Frozen Pint activity allows people to get closer to the ice cold refreshment of Coors Light.
