Coors Light will run a Super Bowl ad in 2025, marking the third straight appearance for the beer brand that had been shut out of the Big Game for more than 30 years by rival Anheuser-Busch InBev.
Coors Light returning to the Super Bowl
The Super Bowl ad “will bring a new take” on the brand’s “Choose Chill” platform, said Sofia Colucci, chief marketing officer of Coors Light parent Molson Coors, in a statement. Molson Coors did not say which agency it would work with on the ad, how long it would be or when it would air during the Feb. 9 game on Fox.
It has been a sluggish year for beer sales, with Coors Light volume down by 3% and industry volume down 3.4% in off-premise channels through the first nine months of the year, according to Nielsen IQ figures cited by Beer Marketer’s Insights. Coors Light is also lapping the positive effects of last year’s Dylan Mulvaney episode affecting rival Bud Light.
Molson Coors brands had been prevented from advertising in the Super Bowl broadcast for years due to a longstanding exclusivity arrangement between broadcast networks and Anheuser-Busch InBev, a strategy AB InBev abandoned following the 2022 Super Bowl.
Coors Light was featured along with Blue Moon and Miller Lite in Molson Coors’ “High-Stakes Beer Ad” in 2023. In 2024, “The Return of the Coors Light Chill Train” brought an old advertising vehicle back to life. Both of those ads came from Droga5.