Building on its successful brand activations in Sheffield, Birmingham and Dublin last year, beer brand Coors Light has been giving Glaswegians the chance to sample “ultimate refreshment” by taking the Ice Cave from its TV ads to the Scottish city, to coincide with a number of other events.
The Jean Claude Van Damme-led TV campaign was brought to life in Glasgow from May 19-28, transporting locals into an atmospheric ‘Arctic raver’ underworld designed by celebrated architect Zaha Hadid. Upcoming DJs were on hand to spin the latest sounds in association with Mixmag, while Coors Light was on tap.
Met by Coors brand ambassadors dressed in full winter gear as if fresh from the Rocky Mountains, Ice Cave guests were equipped with thermal capes designed to keep them warm in the freezing temperatures. Revellers could then ‘chill’ with a refreshing can, pint or sample a range of branded Coors cocktails.
Ali Pickering, VP Global Miller Brands at Molson Coors, said: “For Coors Light, it’s not just about delivering refreshing, great tasting beer, but ensuring we consistently engage consumers with incredibly unique experiences that they’ll never forget, and on that front, the Coors Light Ice Cave certainly delivers.”
Joanna Wharton, Senior Account Manager at ‘real world’ marketing agency Sense, which is running the campaign says: “The aim is to provide an unforgettable experience that captures the fun and energy of the brand by creating the best possible atmosphere to enjoy an ice cold Coors Light. It’s also a great place to discover local talent and up and coming artists.
The Coors Light Ice Cave ran alongside Glasgow’s Electric Frog & Pressure Riverside Festival, a celebration of electronic music. Other events coinciding with the Ice Cave’s Glasgow residency include the Scottish Boat Race (May 20) and the Food Truck Festival (May 20-21). There was also a collaboration with Glasgow’s SubClub.
Admission was free and could be booked at coorslight.co.uk/icecave, but tickets had to be booked in advance.
The Coors Light Ice Cave will also visit Manchester later in the year.
Sense is an award-winning marketing agency that specialises in helping brands do exciting things in the real world, to create authentic communications across the marketing spectrum. It manages campaigns from strategy to evaluation.