The winner of the Coors Light ‘That’s Cold’ championship - the first beer-branded rap battle - has been revealed.

You've probably seen the ads on Channel 4 featuring London Hughes, Doc Brown and Natasia Demetriou. They were shown again in expanded versions on Friday night and following a live public vote on social media during Celebrity Gogglebox Natasia 'Tash' Demetriou was voted the winner and 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.

This is the first time that a poll has been used in this way during a primetime Channel 4 ad break.

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.”