Coors releases cans and unleashes Jean-Claude Van Damme

Coors releases cans and unleashes Jean-Claude Van DammePositioning itself as the ‘World’s most refreshing beer’, Coors is backing up its colour-changing bottle label with the colour-changing can – and unleashing Jean-Claude Van Damme.

Now enjoying a second immensely successful phase in the UK, Coors is running in Australia its series of TVCs featuring the action movie tough-guy, drawing attention to the unconquerable coldness of Coors.

“The campaign has shown phenomenal success in the UK and we found through research that the Australian consumer enjoyed the ads just as much so we decided to launch the campaign here,” David Coors, GM for Molson Coors in Australia told PubTIC.

And on Friday the American beer brand announced on social media the distribution in Australia of its cans with the colour-changing technology that indicates optimum coldness*. Coors introduced this package to the American market back in the 1990s.

The TVCs and package extension complement the national rollout through Coca-Cola Amatil of Coors in draught format last month. In another local first, beer is coming from North America in refrigerated tankers and being kegged off in Australia.

“Coors on draught has almost been too good,” said David. “Distribution and velocity are exceeding expectations causing tight inventory.”

The top-selling US beer enjoys massive market share in the States, and still operates out of its original site in Colorado with the Coors family. Promoting itself as a clean, crisp lager that refreshes, it holds a palate-cleansing alternative in a market crowded with intense, innovative brews.


*The cans also feature Coors’ ‘Frost Brew Liner, which helps lock in the crisp refreshment of the beer, making it just as refreshing as out of a bottle while enjoying the additional can benefits of a better seal and protection from light.

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