Coors Light are the online success story of the summer thanks to their new advertising campaign, Closest to Cold, and some help from Fast Web Media.
The Molson Coors Brewing Company brand has enlisted Jean-Claude Van Damme to front the campaign website and a series of adverts which cast the Muscles from Brussels in a rare comic role. Against the backdrop of the snowy Rocky mountains, Van Damme tells viewers of times when he has tried to emulate the unique refreshment of an ice-cold Coors Light, and failed.
The adverts, Facebook page and website were conceived and designed by VCCP Blue, with FWM building the site and devising the SEO, PPC and Facebook advertising strategies.
The first two of six promos have already launched online and on TV, with a third due in the coming weeks. Two of the six will be digital exclusives.
Nearly half a million people have viewed the adverts on YouTube, over 8,000 fans have flocked to the Facebook page and the website has enjoyed in excess of 33,000 page views since the campaign launched on June 17th.
Ali Pickering, Brand Director at Coors Light UK, said: “Jean-Claude Van Damme’s comic delivery of our core message has really engaged the online world since launch.
“Every day that goes by sees the campaign grow stronger and stronger. Our target 18-25 year old audience seem to have really taken our action hero of the 80s and 90s and really made him their own.”
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