Exporting Ice

Coors’ Ice City advertising campaign, developed in the UK, has been so successful that the Colorado-based company will now be using it in the US market as well.

Coors’ Ice City advertising campaign, developed in the UK, has been so successful that the Colorado-based company will now be using it in the US market as well. Created by Coors Brewers’ Burton- on-Tr ent-based marketing team, along with Leith advertising agency, the ad is set in an American city in the middle of a heatwave, with three guys looking urgently for some refreshment. As soon as one of the three enjoys a taste of Coors, everything around them starts turning to ice. David Preston, Coors Brewers’ director of marketing for premium beer, says, “We are delighted that so soon after taking on Coors, we have put together an advert that goes down so well in Coors’ heartland. We’ve clearly captured the Epic Refreshment that is at the heart of the brand.” Ice City will be back on UK television screens