Getting ‘Damme’ cool to genuinely refresh millennials

The Challenge

To attract more 18 - 24 year-old consumers, without being fake or forced to tackle their scepticism of marketing.

Real World Thinking

Coors Light has a definitive brand proposition – Ice Cold Refreshment, and supporting this, a strong and recognizable ATL campaign. The solution to our challenge was exploiting and maximising these unique assets, staying true to the brand story, and avoiding being identified as another brand trying to ‘win round the cool kids’.

The Execution

Introducing the Coors Light Ice Cave Rave – a touring replica of the infamous Ice Cave that Jean Claude Van Damme discovers in the ATL ad campaign, during his quest for ‘Ultimate Refreshment’.
Right from the Arctic explorers at the cave entrance, the activation harnessed the complete look and feel of the ATL creative, making it accessible to people up and down the country. ‘Ultimate Refreshment’ was delivered on all fronts as visitors were transported from the warm(ish) British summertime, to the ‘Damme cold’ 3°c inside. Real ice installations kept Coors Light pints truly Ice Cold whilst Mixmag DJ talent kept the atmosphere fresh.

20,000+ ravers
11.5 million+ social impressions
+33% ‘Really refreshing’



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