Independent integrated agency LIFE has devised Coors Light’s latest on-trade activation, supporting the brand’s new #DontWait proposition. The tagline promotes the idea that ‘life is richer’ when you don’t wait.
Coors Light has linked with Lastminute.com to offer amazing instant win experience prizes including indoor snowboarding, tandem bungee jumping, ice climbing and indoor skydiving.
With #DontWait already live across social media, this new phase will drive home the message at point of sale in more than 2,000 UK outlets. Drinkers who buy a Coors Light receive a game card with a 1 in 4 chance of winning a Coors Light experience.
Each peel and reveal card has a URN which is texted to a prize line and winners receive an instant reply with a link to their prize. Non-winners are also rewarded with 10% off Lastminute.com experiences.
More than 80,000 Lastminute.com prizes are up for grabs and can be used at 47 experience locations around the UK.
LIFE has developed a full POS kit to support the activity, including a specially developed, back-bar display. This is a permanent display system that can hold new promotional and brand messages after this current campaign.
Ali Pickering, Coors Light brand director said: “Coors Light is embarking on its next stage of exciting activity to bring the #DontWait proposition to life. This strong promotion for our on-trade outlets will drive sales in the important run up to Christmas and amplifies the Coors Light mantra to make the most out of life.”
David Poole, managing director at LIFE, added: “You will see an incredible level of activity from Coors Light over the next 18 months which is indicative of the phenomenal momentum the brand is enjoying. This is just the start of a very strong #DontWait campaign supporting growth and visibility in the on and off trade. We’re very proud to be involved in the success story that is Coors Light.”
The #DontWait promotion is live in bars across the UK between now and November 2014.