Coors Light to create ice bars for Rudimental music gigs

Molson Coors beer brand Coors Light is devising an experiential campaign which will include ice bars built in London and Manchester to host gigs with Brit-award-winning band Rudimental and guest DJs.

The ice bar will be staged in London and Manchester
The ice bar will be staged in London and Manchester

The experiential activity, with the ice bars being built in London for seven nights in December and in March next year for seven nights in Manchester, form part of a campaign launched last week featuring Coors Light brand ambassador Jean-Claude Van Damme. 

The Ice Bar campaign, devised by agency VCCP, features the actor trying to get as close as possible to the ice-cold refreshment of a Coors Light, and features his very own ice bar high in the Rocky Mountains. 

The ice bars, which will be created by agency Life Experience, aim to target Coors Lights' key 18-34-year-old audience. Tickets for the launch parties in Manchester and London can be won by entering a code from a pack of Coors Light beer. 

Ali Pickering, brand director at Molson Coors, said: "Born high in the Rocky Mountains, Coors Light believes in making the most out of life. This new integrated campaign and strategic partnership with Rudimental showcases this belief, resonating strongly with our target consumers."

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