Coors Light teams up with Muscles from Brussels

09 July, 2012

Jean Claude Van Damme will dust off his hiking shoes once more to continue a Coors Light advertising campaigning that has helped boost sales of the lager by 40%.

The next instalment of Coors Light’s Closest to Cold UK advertising campaign will see the Muscles from Brussels returning to the Rocky Mountains in a bid to “get close to the ice cold refreshment of a Coors Light”.

The adverts, which last 10 and 30 seconds, have aired on Facebook and YouTube and will debut on TV screens on July 13, running for nine weeks.

Ali Pickering, brand director at 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.”

The advertisements are the next phase in a £6 million investment campaign which represents the biggest advertising spend in Coors Light’s UK history.




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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