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

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 saw 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.