Van Damme good results: How Jean Claude transformed the fortunes of Coors Light

IPA Effectiveness Awards Case Study 2016


Coors Light was stuck outside the UK’s Top 20 of beer brands, losing sales and struggling on key brand scores. Humorous advertising featuring Hollywood action star Jean Claude Van Damme enabled Coors Light to reconnect with popular culture and create a distinct brand world that connected to the product’s ability to offer a refreshing, cold-serve beer. From the first Van Damme-fronted execution onwards, Coors Light established momentum which turned Coors Light into a Top 10 UK beer brand within three years. The integrated TV, outdoor, social, digital and experiential campaign delivered an estimated net profit return of £4.13 for every £1 invested.

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“We had huge amounts of internal and external resistance to overcome to get the campaign out of the door. “Coors Light is now held up by Molson Coors as a first-class example of how communications can transform a brand. Having such a case study allows us to be bolder in our thinking as a business.”

Alison Pickering, Brand Director Portfolio
Molson Coors

Winners 2016

Bronze Winner

Title

Van Damme good results: How Jean Claude transformed the fortunes of Coors Light

Brand

Coors Light

Client

Molson Coors

Agency

Zenithoptimedia
VCCP

Principal Authors

  • Richard Clay - ZenithOptimedia
  • Michael Lee - VCCP
  • Sarah Mason - VCCP

Contributing Authors

  • Guy Edwards - ZenithOptimedia
  • Andrew Perkins - VCCP
  • Richard Shotton - ZenithOptimedia

Credited Companies

  • Zenithoptimedia - Creative Agency
  • Ninah - Econometrics

This strategy broke though category norms with genius casting in Jean-Claude Van Damme. While other lagers have stayed the same, this really stood out for its target audience. Jonathan Allan, Channel 4

Shortlist 2018

Bronze Winner

Title

Van Damme good results: How Jean Claude transformed the fortunes of Coors Light

Brand

Coors Light

Client

Molson Coors

Agency

Zenithoptimedia

Principal Authors

  • Richard Clay - ZenithOptimedia
  • Michael Lee - VCCP
  • Sarah Mason - VCCP

Contributing Authors

  • Guy Edwards - ZenithOptimedia
  • Andrew Perkins - VCCP
  • Richard Shotton - ZenithOptimedia

Credited Companies

  • Zenithoptimedia - Creative Agency
  • Ninah - Econometrics

This strategy broke though category norms with genius casting in Jean-Claude Van Damme. While other lagers have stayed the same, this really stood out for its target audience. Jonathan Allan, Channel 4

Van Damme good results: How Jean Claude transformed the fortunes of Coors Light

IPA Effectiveness Awards Case Study 2016


Coors Light was stuck outside the UK’s Top 20 of beer brands, losing sales and struggling on key brand scores. Humorous advertising featuring Hollywood action star Jean Claude Van Damme enabled Coors Light to reconnect with popular culture and create a distinct brand world that connected to the product’s ability to offer a refreshing, cold-serve beer. From the first Van Damme-fronted execution onwards, Coors Light established momentum which turned Coors Light into a Top 10 UK beer brand within three years. The integrated TV, outdoor, social, digital and experiential campaign delivered an estimated net profit return of £4.13 for every £1 invested.

Click to purchase this case study >