Molson Coors Beverage Co has employed British musician Duncan James to front a UK marketing push for its namesake beer brand.
The campaign, ‘Peak of Technology’, encourages consumers to serve Coors “at its optimal temperature”. James, of pop-group Blue fame, is the face of the social media-led activation where drinkers can message the brand when they start to refrigerate their beer and receive a video message “a few hours later” when it is estimated to be at the best temperature for consumption.
The campaign also highlights the Coors brand’s trademarked packaging, which features a thermochromic ink that turns the mountain logo blue when chilled.
Alongside the social media campaign, Molson Coors’ UK division is running an on-pack promotion from now until 31 July, giving away 16 ‘American-style’ fridges and discount vouchers for home-appliance brand LG.
Coors’ marketing controller, Abigail Spencer, said: “The combination of strong in-store activation, a compelling on-pack mechanic, and Duncan’s cultural recognition is designed to drive footfall and help our retail partners maximise sales throughout the key summer trading period.”
Last week in the UK, Molson Coors launched a flavoured ‘Limón’ variant of its locally-brewed Madrí Excepcional brand.
