
(Courtesy Coors Light / Molson Coors)
Coors Light has built a whole new promotion that makes fun an embarrassing corporate spelling mistake in a recent national campaign, in clever and agile ways.
Here’s the deal…
If you’re a regular visitor to American Craft Beer, you’re well aware that we’re no strangers to the occasional misspelling or punctuation error. We try to clean things up as fast as we can, but when you’re publishing six days a week, things happen.
So we’re about the last beer news site that can reasonably criticize Molson Coors after a recent Coors Light announcement misspelled “refreshment” on a national stage that included some of nation’s biggest newspapers, to some ludicrously (their words not ours) high-profile digital billboards in places like New York’s Times Square and Toronto’s Sankofa Square.
Coors Light quickly apologized for the misspelling (which is something we never do), releasing a statement that blamed the mistake on a “Case of the Mondays.”

(Courtesy Coors Light / Molson Coors)
Since then, Coors Light has embraced the mishap, finding ways to bring a “Case of the Mondays” to life, in a number of ways.
The brand first turned it into a literal case of beer with limited-time packaging called “Mondays Light.” It also unveiled a Chill Face Roller that requires the use of a can of mountain cold Coors Light and released an ad where actor Timothy Simons can’t help but flub his lines, before getting his own case of “Mondays Light”.
But with the Super Bowl coming up, Coors Light needed a way to properly express just how sluggish and uninspiring a Monday can be, especially the one that marks the start of months without football.
So, the brand took inspiration from one of the slowest animals around – sloths.
In the ad, the sloths go through a normal human day, lethargically completing office work and shopping at the grocery store. One even gets involved in a creepingly slow speed chase. Eventually, one gets their claws on a case of Mondays Light, which breaks the sloth out of the boring, humdrum day.
“The day after the Big Game, it’s easy to feel like a sloth, Vice President of Marketing Marcelo Pascoa told Beer & Beyond. “For weeks, we’ve been bringing this idea of ‘Case of the Mondays’ to life everywhere. Our ad is the culmination of all that hard work in an unexpected way.”
“The Big Game isn’t a day, it’s a season,” Chief Marketing Officer Sofia Colucci, added. We love ‘Case of the Mondays’ so much – it’s a universal truth that has built momentum an unforgettable campaign.”
###
Want more on Super Bowl beer commercials, past and present?
We’ve got ‘em…
Stars “Hustle” Athletes In New Michelob Ultra Super Bowl LIX Beer Ad
Budweiser Clydesdales Return In Cinematic Super Bowl LIX Commercial