Media Release
Monday, 17 November, 2014
COORS LAUNCHES AUSTRALIAN VAN DAMME CAMPAIGN
Today sees the launch of Coors’ new multi-million dollar Jean Claude Van Damme advertising
campaign.
A massive success in the UK, the campaign endorses Coors' position as the world's most
refreshing beer by capitalising on the popularity and irreverent humour of Jean Claude Van
Damme.
The first two ads, Clothes Taken and Frostbite, launched on digital channels including buzzfeed
and pedestrian TV today, as well as the ESPN and Fox Sports News websites, with further
executions to follow.
Said David Coors, Molson Coors’ General Manager of Australasia, “Set in the Rocky Mountains,
the Van Damme campaign reinforces Coors’ credentials as the world’s most refreshing beer in
a fun way.
“We take our beer and quality seriously, but we try not to take ourselves too seriously and our
campaign reflects this. This commitment to refreshment is also brought to life by our
innovative cold activated packaging; the mountains turn blue when the beer is as cold as the
Rocky Mountains.”
The campaign will be supported in trade by a range of point of sale, with the TV campaign
airing from December 1.
Frost brewed to be the world’s most refreshing beer, Coors is one of the world's top five
globally sold beer brands and was launched in Australia in February 2014, in partnership with
Coca-Cola Amatil.
COCA-COLA AMATIL LIMITED
ABN 26 004 139 397
PAGE 1 OF 2
Media Release
The launch coincides with the arrival of Coors draught in Australia and the launch of the 355ml
‘silver bullet’ cans.
Coors (ABV 4.2%) has 102 calories and 5 grams of carbs per 355ml serving.
See the new Jean Claude Van Damme campaign here. For further information, including our
Coors stockist finder, please follows Coors Australia on facebook or visit www.coors.com.au.
MEDIA CONTACTS:
Nicki Drinkwater
Industry Associations and Public Relations Manager, Alcohol & Coffee
0451 944 434
[email protected]
COCA-COLA AMATIL LIMITED
ABN 26 004 139 397
PAGE 2 OF 2