Coors Light Plays Up Football With New Mascot Ad

, Coors Light Plays Up Football With New Mascot Ad

(Courtesy Molson Coors)

Molson Coors is bringing its “Made to Chill” campaign to football this fall, a marketing theme that the company has been championing since 2019.

The campaign, taps into the idea that younger legal-age drinkers are actively seeking ways to temporarily check out, (read: chill) and step away from lives spent “always being on and connected.”

Coors Light kicked things off last weekend with the latest volley in the campaign — a humorous spot featuring two rival college football mascots sharing a Coors Light in the locker room following a game.

The spot, which will air during college and NFL games on ESPN, ABC, CBS, FOX and FS1, throughout this year’s football season, marries the energy of football  with the company’s highly successful “Made to Chill” campaign.

“When it comes to football advertising, most brands tend to be pretty un-chill. It’s often about being loud and over the top,” Marcelo Pascoa, vice president of marketing for the Coors family of brands told Beer & Beyond.

, Coors Light Plays Up Football With New Mascot Ad

(Courtesy Molson Coors)

“But we believe that every occasion can be better when you give people a moment to refresh their body and spirit. What we’re showing here is a very relatable situation for everyone. It’s all about getting off work and finding that moment to give yourself the opportunity to chill, to refresh yourself physically and emotionally after a hard day’s work.”

Along with March Madness, and of course summer and the winter holiday season, fall football is a key time for Coors Light. This year they have alliances with 35 colleges or universities, as well as an ongoing partnership with football commentator Kirk Herbstreit and their role as the official sponsor of ESPN College Gameday’s Selection Saturdays segment.

“Our college football partnerships make a lot of sense because we’re seeking to connect with those younger, legal-age drinkers,” Pascoa added. “And our campaign shows that you can have these amazing moments of chill when watching your favorite team playing.”

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