Coors Light will launch ‘That’s Cold’ campaign, created and devised by Zenith, in collaboration with Channel 4. The brand will host the first beer branded rap battle championship, serving up ice-cold burns alongside ice-cold beers, with UK comedy favourites.
The campaign will break with a Channel 4 Gogglebox advertising premier at 9pm on 19 April. This first TV spot will introduce the three rap battlers Doc Brown, London Hughes and Tash Demetriou, along with their pre-battle warm up scenes, sizing each other up.
The championship will run for the next three months across selected Channel 4 and E4 programmes, plus the idents for the Coors Light sponsorship of Refreshing Comedy on 4.
The rest of the ad series will feature all battle scenes between the three comedians, and their unquenchable thirst for the ultimate title Coldest Of All Time.
The campaign will be supported OOH and appear across talent, brand and Channel 4 social channels. All campaign assets were created and produced by The Outfit– an agency who create entertainment-led content that drives consumer behaviour and delivers commercial results.
The winner will be crowned in July, and will be decided using a live-vote mechanic and #CoorsLightCOAT across all social channels, with a focus on Twitter. Winning and losing battles will continue to appear across airtime until the end of the year.
Mehul Ashra, Group Strategy Director, Zenith UK said, “It was a refreshing challenge to come up with the creative idea, as well as the media plan for this campaign. We wanted the 2019 activity to be relevant and disruptive by linking Coors Light to a theme their audience is already engaging with. Good luck to our rap battlers. At the end of the day, we’re looking for the coldest burns, not the next shakesbeer.”
Sophie Erskine, Marketing Controller- American Beers, Moslon Coors, said, “This campaign hits the perfect sweet spot between brand relevance, great talent, and a category first. It also brings the Coors Light cold credentials to life, in a really entertaining and unforgettable way. We can’t wait to see who will take the ‘COAT’ crown and glory.”
Peter Clark, Agency Principal at Channel 4, said: “Channel 4 is renowned for collaborating with our partners to deliver fresh, original and creative ad campaigns and this one is no exception! This truly multi-platform offering gives viewers the chance to see comedy talent bring their best verses and wittiest one-liners in true rap battle style.”
Source: Zenith
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