Molson Coors has invested £6.2m in a new on-trade marketing campaign for its Coors Light brand of beer, which will see 450,000 freezable coasters distributed to participating outlets.
The coasters can be chilled in a freezer before being removed and attached to the bottom of pint glasses, bottles and cans of Coors Light. Consumers will be given a free coaster for every second Coors Light purchased in British pubs and bars. The merchandise is engraved with the phrase “enjoy Damme cold” – a reference to brand ambassador Jean Claude van Damme and an adaptation on the beer’s current marketing slogan.
The Frozen Pint campaign will also incorporate back bar displays and point-of-sale materials, the North American brewer said.
The brand introduced the coasters in a new video.
Molson Coors brand director of portfolio Ali Pickering said: “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.”
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