Why Coors Light is focused on Super Bowl Monday

Coors Light’s forthcoming Super Bowl ad is a message of empathy for the torment awaiting football fans the day after the Big Game—or what the beer brand is calling “a case of the Mondays.” Mischief @ No Fixed Address is behind the as-yet-unreleased in-game ad and a surrounding campaign that’s already at work. On Monday, Coors Light called attention to itself by placing purposefully misspelled print and outdoor ads, then blaming its seeming carelessness on it being a Monday. Now, the brand is literally releasing a case of the Mondays—12-packs of Coors Light labeled “Mondays” which will be available throughout the U.S. and Canada before and after the Big Game. Super Bowl commercials Tracking the latest brand and agency plans Click here The campaign is meant to position Coors Light as a brand that can bring “chill” into the lives of those dreading the end of football season and the onset of the workweek, Marcelo Pascoa, VP of marketing for Coors Light, said in an interview. “The Super Bowl campaign is inspired by a real, universal truth that is even more relevant for football fans,” Pascoa said. “We believe that the Monday after Super Bowl is one of the toughest Mondays of the year, especially for football fans, because football season is over. You get all of that amazing excitement of Super Bowl, and then the next day you go from the maximum excitement to no football at all.” The 30-second ad will run during the first half of the game. It will be Coors Light’s third straight Super Bowl ad after jumping into the game in 2023 when Anheuser-Busch InBev surrendered alcohol category exclusivity. 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. The brand’s misspelled advertisements stunt—which included billboards at Times Square in New York and Yonge-Dundas Square in Toronto, plus print ads in The New York Times and Globe & Mail—gained media attention from the likes of Fox News and the Daily Mail. The brand tried to keep the gag going by issuing a statement on Instagram thanking “everyone for letting us know about the errors.” Coors Light and Mischief have worked together on a number of projects including Pat Mahomes plugging a “Coors Light” flashlight that cleverly skirted rules prohibiting active NFL players from endorsing beer, and the “Official Beer of Everything Unofficial,” campaign in 2022. It won the opportunity to make this year’s ad based on an open pitch among Coors Light roster shops. The brief asked agencies simply to “win the Super Bowl,” according to Kevin Mulroy, executive creative director at Mischief. “A case of the Mondays” was made famous by the 1999 film “Office Space,” and wasn’t a hip expression then or now, Mulroy confesses. “There’s something funny about the cheesiness of that phrase, but then, taking it and turning into something great; taking a bad case of the Mondays and using that to create a better case of the Mondays.” A survey conducted by Talker Research and Coors Light revealed that 76% of respondents preferred other days of the week to Monday, and 41% singled out the Monday following the Super Bowl as one of the worst of the year. This was especially acute among football fans lamenting the return to work but also, the end of the season. Rewind: Heinz attempted to make ‘Smunday’ a holiday in 2017 NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today The Super Bowl campaign includes a sweepstakes in which fans can win a case of Mondays-packaged beer. The beer’s retail presence will be backed up with shopper marketing materials meant to bring the “Mondays” idea to life in stores and sell more beer, Pascoa said. “Oftentimes, when brands do something really special they cannot do it in a scale that would justify moving the needle of the business,” Pascoa said. “In this case, the star of our campaign, our literal case of the Mondays, is available” in stores across the U.S. and Canada, he said. “So by taking this special thing that we are doing and making it available nationwide, we believe that that is also going to help us drive the business.” Coors Light dollar sales declined by 2% for the 2024 calendar year, after making big gains at Bud Light’s expense in 2023, Circana figures reported by Beer Marketers Insights show. Overall, the brand retained about 80% of the share it gained in 2023 as Bud Light was embroiled in controversy, according to a recent company blog post.

Why Coors Light is focused on Super Bowl Monday

Featured Stories