For years Jean Claude Van Damme has been going to extremes to prove you can’t get closer to cold than a Coors Light. In this ad we see the interior of the fruits of his labour – his very own ice bar. He invites the audience to experience the refreshing cold intensity of Coors Light for themselves by visiting his ice bar. People were able to register on line to experience drinking in real ice bars in Austria, London and Manchester.

Over 100,000 hits on the Ice Bar website; 10,743 experienced the ice cold refreshment of Coors Light in the ice bars, and over 20,000 bottles of Coors Light were bought and drunk creating the trial we set out to achieve. Throughout the year we increased the likelihood try Coors Light by 75% across the UK and increased sales by more than 25% over the year.