Channel 4 hosts beer-branded rap battle in Coors Light ‘That’s Cold’ campaign

Channel 4 and E4 are playing host to a beer branded rap battle over the next three months as the channels sing the praises of Coors Light to viewers via the rapping vocals of Doc Brown, London Hughes and Tash Demetriou.

Created by Zenith ‘That’s Cold’ will see Coors Light sponsor Refreshing Comedy on 4, earning the right to carry branded idents and a series of adverts depicting the trio of comedians compete to be crowned the Coldest of All Time after firing off their best one-liners.

Mehul Ashra, group strategy director, Zenith UK said, “We wanted the 2019 activity to be relevant and disruptive by linking Coors Light to a theme their audience is already engaging with. Good luck to our rap battlers. At the end of the day, we’re looking for the coldest burns, not the next shakesbeer.”

Sophie Erskine, marketing controller- American Beers, Molson Coors, said, “This campaign hits the perfect sweet spot between brand relevance, great talent, and a category first. It also brings the Coors Light cold credentials to life, in a really entertaining and unforgettable way. We can’t wait to see who will take the ‘COAT’ crown and glory.”

The winner will be revealed in July following a live-vote mechanism spanning social media.

Coors Light is currently embroiled in a legal battle with brewing rival AB Inbev over a 'false and misleading advertising campaign' targeting the brand.

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