Van Damme spruiks CCA's cool new beer brand, Coors

Jean-Claude Van Damme provides too much info in a new series of ads spruiking the Rocky Mountains beer brand, Coors.

Coors, which is brewed in Golden, Colorado by the Molson Coors Brewing Company, is one of the world's top five globally sold beer brands and was launched in Australia in February by Coca-Cola Amatil as part of its re-entry into the beer market.

The first two ads, Clothes Taken and Frostbite, are set in the Rocky Mountains, and aim to reinforce the brand's refreshing credentials in a fun way.

They coincide with the arrival of Coors draught in Australia and the launch of the 355ml ‘silver bullet’ cans.

“We take our beer and quality seriously, but we try not to take ourselves too seriously and our campaign reflects this. This commitment to refreshment is also brought to life by our innovative cold activated packaging; the mountains turn blue when the beer is as cold as the Rocky Mountains,” its maker says.

The campaign, which was a massive hit in the UK according to CCA, will be supported in trade by a range of point of sale, with the TV campaign airing from 1 December.