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(Courtesy Molson Coors)
When Anheuser-Busch relinquished it Super Bowl exclusivity, Molson Coors took less than a minute to jump in. And the company’s two largest brands – Coors Light and Miller Lite – immediately began sparring over ownership of the ad.
And going into the Super Bowl Coors Light and Miller Lite announced that it had partnered with online gambling site DraftKings and giving fans to weigh in which on every detail of what will happen in an upcoming spot – from the number of beers poured to the facial hair of the cast and even the type of dog pictured behind the bar.
It didn’t hurt that Molson Coors was offering up serious money.
Fans were invited to make free picks via DraftKings until Super Bowl Sunday at 3:30 pm EST for the opportunity to share in the $500,000 prize pool.
But the humorous ad, which debuted during the Super Bowl and was positioned as the ultimate contest between Coors Light and Miller Lite, turned things on its head in the final moments when Molson Coors revealed that it was actually a Blue Moon beer commercial.
(Courtesy Molson Coors)
Of the 257,142 people who participated in a DraftKings pool, just 3.79% chose Molson Coors’ popular Wheat Ale and will receive a piece of the $500,000 prize.
“The idea of a twist at the end is something we’ve always loved about this campaign,” says Michelle St. Jacques, chief marketing officer at Molson Coors told Beer & Beyond. “The truth is, we didn’t make the final call until recently. We filmed eight different endings, but we knew that only Blue Moon could settle the battle between Miller Lite and Coors Light.”
“The element of surprise was entirely purposeful, and it’s backed up by research,” St. Jacques says, pointing to a Morning Brew and Harris poll that found nearly three in four Americans think advertisers shouldn’t release their spots before the game.
“The spot itself is a celebration of what our premium light brands stand for,” St. Jacques added. “Sneaking in Blue Moon in last few seconds is just the cherry on top.”
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(All image credits: Molson Coors)
