Coors takes rap battles, ice-cold burns, and ice-cold beers to the next level
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.
The first beer branded rap battle championship, it serves up ice-cold burns alongside ice-cold beers fronted by Channel 4 comedy favourites: Doc Brown, London Hughes and Tash Demetriou.
The campaign premiered in Gogglebox with the first TV spot introducing the three rap battlers sizing each other up in pre-battle warm up scenes. The battles will run for the next three months across selected Channel 4 and E4 programmes plus sponsorship idents.
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 then be crowned in July and will be decided using a live-voting mechanic - watch this space!