Coors Light encourages fans to reveal their #DammeCold experiences


By Ishbel Macleod, PR and social media consultant

March 12, 2014 | 3 min read

Molson Coors’ light tasting premium beer Coors Light has launched a social media led campaign created by VCCP, inviting drinkers to share their #DammeCold experiences for the chance to win prizes including a trip to the Rockies, and their story read by Jean Claude van Damme.

The campaign encourages Coors Light fans to tell their funny and creative 140 character stories of a real or made-up time when they were cold, to be in with a chance of winning prizes.

The very best stories will be chosen to be specially illustrated for use in social media by ad agency VCCP, with some to be featured in print campaigns. Others will be voiced by Eighties action hero and Coors Light brand ambassador Jean Claude van Damme for use on Spotify.

T-shirts emblazoned with the winner’s #DammeCold story, mobile vouchers for free Coors Light, and personalised bottle openers are up for grabs in the campaign by integrated agency Life.

David Poole, owner and joint managing director at Life, explained: “Coors Light continues its very successful association with double denim denizen Van Damme. Damme Cold Stories is a great example of the continuing evolution of a consistent, long-term campaign. It's good to see a client sticking to their strategic guns and getting the commercial success they deserve.”

Weekly winners will be pitted against each other and the entry judged the best overall will win an activity holiday in the Rocky Mountains of Canada.

Ali Pickering, Coors Light brand director said: “The Damme Cold campaign brings to life the essence of the Coors Light brand in a humorous and fitting way, encouraging drinkers to share their spontaneous and amusing stories through social media.”


Content created with:

LIFE Agency

 LIFE is an award-winning full service creative agency driven by an obsession for what real people with real lives want from brands right now. 

Our team...

Find out more

More from Undefined

View all


Industry insights

View all
Add your own content +