Molson Coors is to launch a £3.5m marketing campaign for its Coors Light brand.
The brand’s “biggest ever” campaign breaks this Friday (July 17) with a new 30 second UK television and cinema advert.
An outdoor campaign includes 5,000 poster sites and moving image digital screens in city centre locations.
The campaign, created by Leith, introduces the strapline “The world’s most refreshing beer”.
Sales promotions will also run in the on-trade including staff incentives and free rewards.
Steve Mitchell, senior marketing manager for Molson Coors UK, says the campaign is a “significant investment” that aims to “to build awareness and trial with consumers”.
Media planning and buying for the campaign was handled by Vizeum.
The activity follows the announcement last month that Molson Coor’s UK marketing director Simon Davies is to leave the brewer after 13 years.
The brewer, which also distributes and markets Carling and Grolsch , is currently seeking a replacement after Davies announced his intention to leave to set-up a specialist marketing consultancy.