The winner of the Coors Light ‘That’s Cold’ championship - the first beer-branded rap battle - will be revealed following the results of a live public vote during Celebrity Gogglebox on Friday 12 July.
Viewers will find out during Channel 4 commercial airtime which comedy talent - Doc Brown, London Hughes or Tash Demetriou will be crowned ‘Coldest of All Time’.
The Coors Light ‘That’s Cold’ campaign was created and devised by Zenith in collaboration with Channel 4. The rap battle style championship launched in April 2019 across selected Channel 4 and E4 programmes, plus idents for the Coors Light sponsorship of Refreshing Comedy on 4. Viewers have been voting for their favourite battler across social media.
As part of the finale, three adverts will air between 9pm to 10pm. The first ad will show warm-up scenes with the comedy favourites gearing up to take down their opponent, followed by the second ad which will show the rap battles. Viewers will be encouraged to continue voting for their favourite battler, and the live results will be captured from across social media channels, with a focus on Twitter, and incorporated into the second ad giving viewers a real-time update on who is in the lead. This will be the first time that a poll has been used in this way during a primetime Channel 4 ad break. Once the votes are counted, the winner will be announced in a final 20-second ad.
4Sales have worked with the interactive agency, never.no, to develop the live vote mechanic.
The full campaign has been supported by out-of-home (OOH) and has appeared across talent, brand and Channel 4 social channels. All campaign assets were created and produced by The Outfit – an agency that creates entertainment-led content to drive consumer behaviour and deliver commercial results.
Angus Mitchell, Agency & Client Sales Leader at Channel 4, said: “We’ve worked with Zenith, The Outfit and never.no to produce this innovative and dynamic campaign for Coors Light that combines the reach of Celebrity Gogglebox with the power of social media giving the audience the chance to choose their winner whilst interacting with the brand.”
Bruce McGowan, Head of Content Partnerships at Zenith UK, said: “This media-first execution not only effectively tied-in several different elements – television, out-of-home, social, talent and sponsorship – but it also evolved the Coors Light partnership with Channel 4 and its success is a testament to the brand and the quality of the idea.”
Sophie Erskine, Marketing Controller- American Beers, Moslon Coors, said, “The brilliant thing about this campaign is that it brought the Coors Light cold credentials to life through comedy rap, which is a fun, fresh area for the brand to play in. The Coldest of All Time competition connected with the harder-to-reach audiences by serving up innovative and engaging content and dishing out ice-cold burns.”
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About Channel 4
Channel 4 is a publicly-owned yet commercially-funded public service broadcaster and has a remit to be innovative, experimental and distinctive. Its public ownership and not-for-profit status ensure all profit generated by its commercial activity is directly reinvested back into the delivery of its public service remit. As a publisher-broadcaster, Channel 4 is also required to commission UK content from the independent production sector and currently works with around 300 creative companies across the UK every year. In addition to the main Channel 4 service, its portfolio includes: E4, More4, Film4, 4Music, 4seven, Channel4.com and digital service All 4.