Molson Coors has launched a new £2.8m Coors Light promotion offering consumers the chance to win ‘Subzer-O° Adventures’.

The ‘Subzer-O° Adventures’ range from a long weekend glacier hiking in Iceland, to Olympic bobsleighing in Austria and snow zorbing in the UK.

The on-pack promotion will be available across all Coors Light SKUs, and will be supported by in-store POS material.

After purchasing a pack of Coors Light, consumers can find out if they have been lucky by visiting and entering the unique URN number found inside. Entries are open until the end of the year.

The campaign will be supported by through the line activity from late August to October.

Ali Pickering, brand director portfolio at Molson Coors, said: “Coors Light prides itself on being a refreshing ice cold beer which enables experiences that refresh the body and spirit.

“We know that our consumers are eager to have novel and exciting experiences and live for the moment. By offering the chance to win one of many Coors Light Subzer-O° adventures, we hope that we can help our consumers to make the most out of today.”