Molson Coors UK is investing £3.5 million behind the brand in a package that includes a new TV and cinema ad, 5,000 poster sites and moving-image digital screens in key city centre locations.
These will include the giant screen at London’s Piccadilly Circus.
The campaign, which positions Coors Light as “the world’s most refreshing beer”, starts now and runs until September.
Trade support will include staff incentives, free rewards and TV and poster ads tagged with retail offers.
Steve Mitchell, senior marketing manager, said: “The campaign gives Coors Light great access to our audience, creating us new opportunities to build awareness and trial with shoppers.”