Molson Coors is giving Coors Light drinkers the chance to win adventure holidays in an on-pack promotion.

The company has ploughed £2.8 million into the campaign, which is being promoted on social media, TV and video on demand.

Consumers who buy one of 3.8 million promotional packs can enter a competition to win adventures including glacier hiking in Iceland, bobsleighing in Austria and snow zorbing in the UK.

The campaign, which is called Subzer-0º Adventures, will also be promoted in stores through POS.

Brand director Ali Pickering said: “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-0º, we hope that we can help our consumers to make the most out of today.”