Coors Light Damme promo

Coors Light is giving away 450,000 freezeable coasters to help consumers keep their beer ‘Damme cold’.

The promo follows the brand’s recent ad with Jean-Claude Van Damme, in which the Hollywood hard man enjoys a pint so cold it freezes to the icy bar top.

Once frozen, the Stay-Cold coasters can be attached to the bottom of a pint glass, bottle or can, keeping them cold for longer. They are attached with a flexible rubber lip that means the coaster can be used with a variety of vessels.

Consumers buying a four or six-pack of Coors Light in selected retailers will get a coaster with the pack, and they are also being made available in the on trade to consumers who buy two pints of Coors Light.

“The continued consumer demand for Coors Light has resulted in phenomenal growth over the last four years,” said Molson Coors brand director Ali Pickering. “We put this success down to a winning combination of great-tasting beer and innovative brand campaigns that drive engagement with our drinkers.

With sales up 19.5% last year to £49.2m, Coors Light was the second fastest growing top-20 lager brand, after Desperados [Nielsen 52 w/e 11 October 2014].