Today sees the launch of a multi-million dollar campaign – already shown in the UK – that will also coincide with the Australian launch of Coors Light in 355ml ‘silver bullet’ cans.
David Coors, Molson Coors general manager, Australasia, said the company took beer seriously despite the light-hearted campaign involving actor, director and martial arts expert Van Damme.
“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,” Coors said.
Coors Light will supported the campaign at point of sale, and with a TV campaign starting December 1.