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Coors Light £1m Subzer-o promotion

Tuesday September 1, 2015 at 9:26am
Molson Coors has launched a new Coors Light promotion, ‘Subzer-o Adventures’, with a prize pool of up to £1m, as part of a total marketing package of £2.8m. As with previous promotions, the latest activity is themed around winter experiences, to resonate with the Coors Light ‘ice cold refreshment’ message. Fronted by celebrity brand spokesman Jean-Claude Van Damme, Subzer-o Adventures offers buyers of any of 3.8 million promotional Coors Light packs the chance to win prizes including a long weekend glacier hiking in Iceland, Olympic bobsleighing in Austria and Northern Lights trips in Sweden. There are 60 top prizes to be won, all for two people. In addition, there are 4,250 second tier prizes consisting of UK-based day adventures. These include ice climbing, ski and snowboard lessons, husky sleigh rides and ice sculpting. The main draw for the adventure prizes finishes at midnight on December 31st 2015. There is a mop-up draw where all non-winning entries will have a final chance to win a second tier prize, which closes March 7th 2016. The on-pack promotion will be available in both the convenience and the multiple off-trade channels across all Coors Light pack formats, and will be supported by in-store POS material. After buying a promotional pack of Coors Light, consumers find out if they have won a prize by visiting coorslight.co.uk/subzero and entering the unique URN number found inside. The Subzer-o Adventures campaign will be supported by through the line activity including social media, TV and VOD advertising which will run from late August to October. Ali Pickering, Brand Director, Portfolio at Molson Coors, says: “Coors Light prides itself on being a refreshing ice cold beer which enables experiences that refresh the body and spirit. We know that our consumers are eager to have novel and exciting experiences and live for the moment. By offering the chance to win one of many Coors Light Subzer-o adventures, we hope that we can help our consumers to make the most out of today.”
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