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Coors Light teams with Lastminute.com for biggest-ever on-trade push

Wednesday September 17, 2014 at 2:19pm
Coors Light has linked with Lastminute.com to offer amazing instant win experience prizes including indoor snowboarding, tandem bungee jumping, ice climbing and indoor skydiving as part of its latest on-trade activation, supporting the brand’s new #DontWait proposition. The tagline for the new positioning promotes the idea that ‘life is richer’ when you don’t wait. The promotional activity has been created for brand owner Molson Coors by independent integrated agency LIFE. With #DontWait already live across social media, this new phase will drive home the message at point of sale in more than 2,000 UK outlets. Drinkers who buy a Coors Light receive a game card with a one in four chance of winning a Coors Light experience. Each peel and reveal card has a URN which is texted to a prize line and winners receive an instant reply with a link to their prize. Non-winners are also rewarded with 10% off Lastminute.com experiences. More than 80,000 Lastminute.com prizes are up for grabs and can be used at 47 experience locations around the UK. LIFE has developed a full POS kit to support the activity, including a specially developed, back-bar display. This is a permanent display system that can hold new promotional and brand messages after this current campaign. Ali Pickering, Coors Light brand director, says: “Coors Light is embarking on its next stage of exciting activity to bring the #DontWait proposition to life. This strong promotion for our on-trade outlets will drive sales in the important run up to Christmas and amplifies the Coors Light mantra to make the most out of life.” The #DontWait promotion is live in bars across the UK between now and November 2014.
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