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Your email address will not be published.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 *

Subscribe to our newsletters

Job vacancies

Administrative Assistant

Swig Wines Ltd
Chiswick, London, UK

HR Manager

Amathus Drinks PLC
London, UK

Beer Development Specialist

Matthew Clark
London, UK

Senior Sales Manager

Haynes Hanson & Clark
Gloucestershire, GB

Customer Services Administrator

Speciality Drinks Ltd
London, UK

National Business Development Manager

Speciality Drinks Group
London, UK

Inventory Analyst

Bibendum PLB
London, UK

Events Executive - Atom Supplies

ATOM Supplies Limited
London, UK

Off-Trade Sales Account Executive

Domaine Direct
Nationwide, working from a combination of home & London office.

Sales Executive/Brand Ambassador

Glenfarclas
Ballindalloch, Speyside, UK

Client Manager

Noble Rot
Wandsworth, London, GB

Spirits Investment Director

Stilnovisti
London, UK

Junior Brand Manager

Enotria Winecellars
Park Royal, London, UK

Content & Digital Assistant

ABVGlobal
London, UK

Sales Manager

Cellar Trends
London, UK

Champagne Masters 2017

Deadline : 7th July 2017

The Global Sparkling Masters 2017

Deadline : 10th July 2017

The Global Malbec Masters 2017

Deadline : 10th July 2017

The Global Syrah Masters 2017

Deadline : 18th July 2017

Click to view more

The Drinks Business Awards 2017

Now in its 15th year, the db awards have become the most authoritative, internationally respected badge of achievement in the alcoholic drinks industry.

The Asian Cabernet Sauvignon Masters 2017

the drinks business Hong Kong announces its first year of The Asian Cabernet Sauvignon Masters.

Rioja Masters 2016

Now in its fifth year, the competition will recognise and reward the finest Riojas on the world stage.

Fortified Masters 2016

Now in its third year, The Fortified Masters will reward the best fortified wines on offer.

Click to view more