The two per cent ABV beer from the Carling stable is being positioned as a lunchtime tipple. Launch will run a programme of lunchtime music gigs in city centres.
Launch’s head of media Andy Nash said that Coors would host C2-branded lunchtime concerts to try and encourage more people to link the brand with daytime drinking.
The agency is also doing PR for Carling’s main brand alongside other agencies.
Coors continues to work with other agencies including Hill & Knowlton, Cake and The Big Partnership.