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(Courtesy Molson Coors)
For more than three decades, Molson Coors was locked out of running ads at the Super Bowl due to an exclusivity deal that its competitor Anheuser-Busch had cut with Fox who now program the game.
But in 2022 Anheuser-Busch decided to not renew that contract. For the first time in over 30 years, Molson Coors, home to uber-popular beer brands like Miller Lite and Coors Light, returned to Super Bowl advertising in 2023.
For years Molson Coors had to get creative and find clever ways to tie into the game.
In 2020 Miller Lite launched a campaign which trolled Michelob Ultra’s Super Bowl ad.
In 2021 Coors Light invited beer lovers to come up with Super Bowl advertising of their own using experimental dream technology. The experiment’s goal was to help participants create an advertisement of their own making in their dreams by feeding them images of refreshment, including Coors Light and Coors Seltzer.
(Courtesy Molson Coors)
Last year, Coors Light and Miller Lite headlined Molson Coors’ first Super Bowl ad in more than three decades and surprised everyone when it ended with a nod to Blue Moon Brewing Company. “The High-Stakes Beer Ad” was the top-rated beer ad from Ad Age and Adweek, which also ranked it the No. 3 Super Bowl commercial of the entire game.
But at a time of unprecedented momentum for Coors Light, now the fastest-growing beer in the US according to Circana data, Molson Coors will be putting the spotlight on the nation’s leading light beer at Super Bowl LVIII.
“Our decision to feature Coors Light in next year’s big game comes after several years of improving results and at a time of game-changing momentum for Molson Coors, “Sofia Colucci, Molson Coors’ chief marketing officer told Beer & Beyond. “Coors Light is the perfect brand to bring more chill when the heat is on at the biggest stage in sports.”
(Courtesy Coors Light / Molson Coors)
Coors Light has already entered the college football arena with a bigtime marketing blitz that includes new ads, packaging and promotions including the ultimate tailgating accessory, The Chill Throne.
And with its return to the Super Bowl, Coors Light is aiming to be the beer of choice for millions of pro football fans, too.
“The big picture is Coors Light is all about owning game day for the season,” added Lauren Flicher, associate marketing manager for Coors Light, “and we have some of the biggest partners in football to do that.”
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