The campaign, which features two black-and-white cartoon trade press ads and a direct marketing campaign targeting 4,000 drinks venues, explains the benefits of the compact draught system to retailers. Coors said it allows for increased storage space for businesses without a chilled cellar and leads to less beer wastage.
The two executions, which were created by 141 Worldwide, feature a goldfish bowl and a mouse hole carrying the words "bar open" and the accompanying strapline, "Want cold draught beer, but space is an issue?"
Coors, part of the Molson Coors Brewing Company, said Compactdraught would allow drinking venues to store 20-litre kegs of Carling, Grolsch and Worthington's at a cool temperature without needing a cellar by using a gas cooling system that adapts to changes in room temperature.
The manufacturer said Compactdraught is ideal for businesses using less than 60 20-litre kegs a year, and offers more profitability by cutting down on beer wastage.
Presentation kits for Coors sales staff and exhibition stands will also be released for the push, which begins at the end of the month, to coincide with trade press ads in the hospitality and catering sector.
Steve Harding, chief executive officer of 141 Worldwide, said: "We have gone for a fun treatment bearing in mind this is aimed at the leisure sector. The copy works hard to explain what the system does in as simple a way as possible, while communicating Coors' passion for award winning brewing excellence and superb service."