Successful approaches are worth to be used again and again. The Coors Light beer brand is teaming up with the action films star Jean Claude Van Damme for a new extension of their marketing collaboration, which was launched last year. The new integrated advertising campaign will be rolling out in digital (Facebook and YouTube) and on TV across the UK market.

The promotion dubbed ‘Closest to Cold’ will include 30 and 10 vignettes, ‘Imprints,’ featuring the celebrated actor trying to experience “close to the ice cold refreshment of a Coors Light” high in the snowy mountains. In the ad below, created by VCCP Blue, the Muscles from Brussels is lying on snow, making snow angles and singing a classic song ‘Take my breath away’ from the 80s. See more spots here.

“Coors Light sales have been very strong coming into the traditionally busy summer period in the UK. The strong marketing campaign, in which the Van Damme adverts have played a vital role, has really driven the brand’s growth over the last year. This confirms that now is the ideal time to launch the new installment of adverts to push sales even further,» commented Ali Pickering, brand director, Coors Light UK.

The premiere of ads on TV is slated for this Friday, July 13, where they will be airing for nine weeks, until mid-fall, the end of the beer drinking season. This extension is estimated £2.5m (£500,000 to produce with a £2m ad spend), while the Coors Light marketing push on the whole cost Molson Coors £6m. This spend is reasonable, since, according to Marketing Magazine, the sales have grown over 40% in the off-trade this year, while the trade performance was 14% growth (note, that the overall larger market has been declined 2.8% in the UK over this period).