Coors' limited-edition 'Almighty Light' has holy water to ward off demons

Coors Light and agency Mischief lead brand promo for upcoming Foo Fighters horror film

Published On
Feb 23, 2022

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Have an eerie presence in your home? Has a chill of supernatural energies recently washed over you? Has a demon possessed you during the recording of your tenth studio album? While the latter option is the plot of upcoming horror film “Studio 666,” starring the Foo Fighters, Coors Light has an unlikely solution for salvation.

In anticipation of the film, which releases this Friday, and to help rescue frontman Dave Grohl’s soul, which appears in desperate need of an exorcism, Coors Light will release a limited line of blessed beers, the “Coors Almighty Light.” Reportedly Grohl’s brew of choice, Coors Light is revamping its formula to include Rocky Mountain water that has been blessed by a spiritual guru—hydration for both the body and soul.

Coors Almighty Light

To win cans of “Coors Almighty Light,” those looking to send incubi running for the hells can apply on the campaign’s website, which guarantees the beverage will “shield your soul with every sip.” The site specifies that the current batch has been blessed by a non-denominational, ordained minister and also offers a link to purchase tickets to the Foo Fighters’ film “Studio 666.”

This campaign is the first collaboration between the Coors Light brand and agency Mischief, who recently handled Super Bowl-related work for Molson Coors and a humorous campaign that literally launched popular seltzers into space.