Coors hopes TV ad will boost sales

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Related tags: Coors, Glass, American football, Drink

Coors has launched its biggest interactive TV promotion, offering more than 50,000 glasses to drinkers across the UK. The 'Ice City' TV campaign...

Coors has launched its biggest interactive TV promotion, offering more than 50,000 glasses to drinkers across the UK.

The 'Ice City' TV campaign aims to communicate how drinking the lager cold offers an 'epic refreshment'.

Viewers of the ad can click on their interactive red button to claim their free branded Coors glass.

The glasses have been specially toughened so they can be frozen in a domestic freezer, to ensure the drink is enjoyed cold.

Coors senior brand manager Stuart Renshaw said: 'The advertising shows a hot, sticky New York being hit by a refreshing blast of ice-cold refreshment that starts with a guy taking a drink from an ice-cold bottle of Coors.'

The first interactive ad was screened during a recent I'm A Celebrity... Get Me Out Of Here show - watched by an estimated 9m people.

The ads are designed to reinforce the brand's American heritage, building on its TV sponsorship of the American Football League and Sky's blockbuster series Deadwood, which was set in the era when Coors was first brewed, in 1873.

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