Step inside Jean Claude Van Damme’s ice bar with Coors Light
Wednesday October 22, 2014 at 12:23pm
Coors Light has released a new TV ad, ‘Frozen Pint’, as part of its ‘Coors Light Ice Bar’ campaign featuring Jean Claude Van Damme (JCVD) and is running two competitions, one offering consumers the chance to win exclusive tickets for gigs by Rudimental and the other the chance to win a trip to the Coors Light Ice Village in Austria for themselves and three friends. The new TV ad follows the launch of Coors Light Ice Bar in late August, where JCVD built an epic bar made of ice. The new ‘Frozen Pint’ ad launches on social media this week, allowing consumers to see the fruits of his labours inside the bar. In the ad, created by ad agency VCCP, JCVD kicks his icy jukebox into action before moving through his handcrafted bar, dancing to the music as he goes. He reaches for the pint of Coors Light that awaits him – but it’s so icy cold, it’s frozen to the bar. As he picks it up to take a sip, part of the bar comes with it. The creative concept for the Coors Light Ice Bar campaign was conceived by VCCP, with social activity, TV content and cinema created by VCCP. The experiential activity was developed and implemented by LIFE Experience, a division of LIFE agency. The TV, Video on Demand and social activity for the Coors Light Ice Bar campaign drives customers to the Coors Light online hub where they can book a slot to visit one of the bespoke Coors Light Ice Bars built for the campaign in London or Manchester (opening December 2014 and March 2015 respectively). The TV, Video on Demand and social activity for the Coors Light Ice Bar campaign drives customers to the Coors Light online hub where they can book a slot to visit one of the bespoke Coors Light Ice Bars built for the campaign in London or Manchester (opening December 2014 and March 2015 respectively). Both bars are going to be launched with exclusive parties including performances by London Brit-award winning band Rudimental. Shoppers will be able to enter a competition to win pairs of tickets to these launch parties through an on-pack promotion in the off-trade. People who buy promotional packs of Coors Light can enter an on-pack unique code to see if they have won tickets to the launch party gigs, which is the only way the general public will be able to attend them. The launch parties will also feature guest DJs, bespoke frozen Coors Light cocktails, a Snow Angel photo opportunity and an ‘Ice Twitter wall’. Consumers are also being offered the chance to win one of 12 trips to the Coors Light Ice Village by completing an entry form on the www.coorslight.co.uk website. Ali Pickering, Coors Light brand director, says: “The campaign comes at a time when Coors Light is showing outstanding performance, registering a 40% year-on-year increase in volume growth in the on-trade. This has been driven by the addition of over 2,700 new stockists in the last 12 months and is the highest growth rate of all the top 10 lager brands at a national level. ‘Frozen Pint’ launches on VOD on November 1 and on TV early next year.