The experiential activity, with the ice bars being built in London for seven nights in December and in March next year for seven nights in Manchester, form part of a campaign launched last week featuring Coors Light brand ambassador Jean-Claude Van Damme.
The Ice Bar campaign, devised by agency VCCP, features the actor trying to get as close as possible to the ice-cold refreshment of a Coors Light, and features his very own ice bar high in the Rocky Mountains.
The ice bars, which will be created by agency Life Experience, aim to target Coors Lights' key 18-34-year-old audience. Tickets for the launch parties in Manchester and London can be won by entering a code from a pack of Coors Light beer.
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