You are currently viewing the International Edition. You can also switch to the Hong Kong Edition.
Sunday 5 July 2015

Van Damme is back in Coors Light ads

12th July, 2012 by Martin Crummy

Molson Coors is to launch the next instalment of its cult Coors Light ads starring Jean Claude Van Damme, as part of a £6m integrated campaign.

Coors Light’s “Closest to Cold” UK advertising campaign launched on Facebook and YouTube and will make its TV debut on 13 July, running for nine weeks.

The 30 and 10 second spots titled “Imprints”, depict the continuation of Jean Claude Van Damme’s quest in the Rockies, trying to get “close to the ice cold refreshment of a Coors Light.”

In the latest ad, created by VCCP Blue, Van Damme makes snow angels while singing classic ’80s tune “Take my breath away”.

The first execution of the campaign racked up millions of online views when in launched in July last year and went on to become the UK’s most-shared beer ad.

Ali Pickering, brand director for Coors Light UK, said: “Coors Light sales have been very strong coming into the traditionally busy summer period in the UK. The strong marketing campaign, in which the Van Damme adverts have played a vital role, has really driven the brand’s growth over the last year. This confirms that now is the ideal time to launch the new instalment of adverts to push sales even further.”

According to Molson Coors, Coors Light has grown over 40% in the off-trade this year, outperforming the overall lager market which has seen a 2.8% decline. On-trade performance over the same period was 14% growth, again in a declining market.

Watch a video of the advert:

One Response to “Van Damme is back in Coors Light ads”

  1. Brian - DollarsAndCocktails says:

    Van Damme looks like a beat up old lady who had a botched face lift in that picture

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>

If that's interesting, how about these?

Top 10 architectural wonders of the wine world

You don't have to look far to find stunning examples of architectural prowess more...

The week in pictures

Pub-friendly pooches, Kevin Spacey and a one-off tasting of Achaval Ferrer more...

Molson Coors UK acquires Rekorderlig

Molson Coors UK has acquired the rights to Swedish cider Rekorderlig in the UK more...

Business Development Executive

London, United Kingdom

£25-£30K + benefits, depending on experience

Diageo 'shelves' £240m Chinese scheme

Swellfun, the Chinese subsidiary of drinks giant Diageo, has reportedly more...

UK reviewing alcohol intake guidelines

Health officials are to review the government's drinking guidelines, as more...

Beck's forced to issue $50 refunds

Anyone that has bought a Beck's beer in the past four years could be entitled more...

Venezuela faces beer drought

Venezuela could soon entirely run out of beer as workers at the country's more...

Carlsberg creates beer-shampoo

Danish brewer Carlsberg has launched a new range of men’s grooming products more...

Top 10 new craft beers

With new beers coming onto the market all the time, it can be difficult to keep more...

UK Sales Manager

London, United Kingdom

Hardys invests £4m in summer of cricket

Hardys has unveiled a new £4 million consumer marketing campaign to tie in more...

Top 10 Hong Kong craft beer bars

Anyone looking to quench their thirst with a ginseng microbrew should more...

Top 10 wine brands 2015

In a year that saw major shifts in the global wine market, the drinks business more...

Social Media Editor

Competitive

World's cheapest city for a beer revealed

The average price of a bottle of beer is £1.07 in Krakow and Kiev, making them more...

Chinese student builds house out of beer bottles

An engineering graduate and his father have built a two-storey house made out more...

World's best beer and wine festivals

Forget Glastonbury, these are the festivals you should be making a beeline for more...

Santa Rita launching new Irish campaign

Chilean wine producer Santa Rita Estates is spending €500,000 on a new more...

UK customs seize 550,000 litres of alcohol

More than 550,000 litres of illegal beer, wine and spirits have been seized by more...

Queen releases Bohemian Lager

Rock band Queen have launched a lager to celebrate 40 years since the release more...

Sales Executive - Wines & Spirits Competitions

London, United Kingdom

Competitive

Coors Light heads home

Sometimes, the route to excellence is a process of devolution rather than more...

Lidl hints at plans for online wine shop

UK supermarket Lidl has not ruled out launching an online wine shop, reporting more...