Coors Light Beer Will Pay You $50,000 For Most Creative Logo

Coors Light is dipping into its advertising budget and will pay one lucky winner $50k, for the most amazing take on its “Chill Harder” logo.

Think carving the logo into a pumpkin, doodling on a coaster or even carving it into wood. How about mowing the logo into a cornfield, hiring a sky-writing pilot, or hitting the city with spray-paint and going all-out graffiti bandito (that might work if you don’t get arrested).

“Chill Harder is all about working for your chill,” said Marcelo Pascoa, Vice President of Marketing for the Coors Family of Brands. “The Chill Harder Champ will get a big payout and become a hometown hero with their work displayed on a billboard in their community.”

“Coors Light drinkers are passionate about their favorite beer and their favorite pastimes. We can’t wait to see what they come up with,” Lauren Schirripa, marketing manager for Coors Light told Beer & Beyond.

To enter, fans age 21 and up must post a picture of their art on Instagram or Twitter, tagging @CoorsLight with the #ChillHarder and #Contest hashtags.

(Courtesy Coors)

The bigger the masterpiece, the bigger the potential payout.

• For small entries (6–30 inches) 5,000 people could earn $10
• For medium entries (50–90 inches), 100 fans could get $500
• For large entries (100 inches – 20 feet), 10 fans could get $5,000

You’ll need to get uber-creative because only one winner will receive a grand prize of $50,000.

But if you’re the big bucks winner Coors Light will also feature your “work’ on a billboard in your hometown.

To qualify for the title of Chill Harder Champ, the logo must be at least 100 inches to 20 feet long.

Entries, which must be received by Dec. 10, will be judged based on their size, creativity, permanence (so maybe not skywriting) and relevance. Payouts will be distributed soon after.

The program is the latest iteration of Coors Light’s successful three-year-old “Made to Chill” campaign that’s built to connect with its passionate fans in small towns across America.

Coors Light (which is owned by Molson Coors, the second biggest brewer in the nation) wants to invest in these fans instead of using its marketing budget for traditional advertising.

“We know times are tough for everyone, we want to put our money into the hands of real Coors Light fans,” said Marcelo Pascoa, Vice President of Marketing for the Coors Family of Brands. “We want to reward our fans who put in the work.”

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(image credits: Coors Light)