Molson Coors launched Coors in Australia in February

Molson Coors launched Coors in Australia in February

Actor Jean-Claude Van Damme is to star in a Molson Coors TV marketing campaign in Australia after a successful run in the UK.

The Belgian, best known for his roles in martial arts movies, will appear in two TV ads for the Coors Light brand as well as on point-of-sale merchandising. The spots will not run until the start of next month but were available to watch yesterday on websites including Buzzfeed and Fox Sports News.

Molson Coors, whose brands are distributed in Australia by Coca-Cola Amatil, said yesterday the ads “(capitalise) on the popularity and irreverent humour” of Van Damme. 

The two adverts - “Frostbite” and “Clothes Taken” - can be viewed here and are taken from a multi-million pound Van Damme campaign launched in the UK in 2011. 

Coors Light, which is marketed as Coors in Australia, was launched in the country in February. The Van Damme campaign coincides with the arrival of Coors draught in Australia and the launch of 355ml “silver bullet” cans.