Coors Light made beer-flavored popsicles for when March Madness heats up

The non-alcoholic Coors-icles get a shout-out from noted un-chill college basketball legend Dick Vitale

Published On
Mar 14, 2023
Dick Vitale holding a Coors-icle in a bar next to a bucket of Coors-icles and Coors Lights

Editor's Pick

March Madness is a time when brands come out of the woodwork with their offbeat products and stunts.

Already this year, we’ve seen Jack Link's beef jerky’s "Tender Meat for Tender Meat" post-vasectomy care packages (a lot of guys get snipped at this time of year, to watch basketball during post-op recovery) and DiGiorno’s Cry Pie, an all-onion pizza you can blame if you happen to break down in tears when your team loses (because boys don’t cry over things like emotions).

And now this morning, Coors Light has announced Coors-icles, non-alcoholic beer-flavored popsicles, dreamed up by the agency Mischief, designed to keep you cool when March Madness heats up. In the video below, Dick Vitale—a man rarely known for keeping his cool, and thus an amusingly ironic endorser—hands out Coors-icles at a bar.

His shushing of a patron who dares to cheer a little loudly in a nice moment.


Though non-alcoholic, Coors-icles are of course intended for consumers 21 and over. A limited number will be sold at every weekday at noon EST from today through March 24. They’ll also be available at more than 800 bars nationwide during the tournament. Fans can also enter for a chance to win a 6-pack of them at

“Every point, slam dunk, assist and block puts you on the edge of your seat, but a taste of a Coors Light Coors-icle will bring you back to a moment of chill,” said Marcelo Pascoa, VPof marketing for the Coors family of brands. “We’re making sure that fans watching the games at home or at bars nationwide can cool down with a Coors-icle.”

A product shot of the Coors Light Coors-iscle

“For more than 40 years, I’ve been known for my enthusiastic, passionate, sometimes controversial—but never boring—style,” added Vitale. “This March, when everyone is screaming their lungs out over a little game, the Coors Light Coors-icle is here to provide some chill.”


Mar 14, 2023
Client :
Coors Light
Agency :
Greg Hahn
Co-Founder & Partner :
Greg Hahn
President & Partner :
Kerry McKibbin
Partner and Head of Strategy :
Jeff McCrory
ECD & Partner :
Bianca Guimaraes
ECD & Partner :
Kevin Mulroy
Sr Copywriter :
Mackenzie Hart
Sr Art Director :
Helen Reiger
EVP Production :
Will Dempster
Sr Producer :
Coleman Sweeney
Partner & Head of Development :
Oliver McAteer
Managing Director :
Alison Whisenant
Account Director :
Sam Crawford
Account Executive :
Amanda Chau
Chief Marketing Officer :
Sofia Colucci
VP Marketing :
Marcelo Pascoa
Director of Marketing :
Katie Feldman
Sr Marketing Manager :
Brittany Lanier
Associate Marketing Manager :
Kyle Piazza
Brand Public Relations Manager :
Amber Dutra
Executive Vice President :
Brooke Scher Mogan
Vice President Celebrity & Entertainment :
Francesca Borgognone Salcedo
Account Director :
Erika Berg Henty
Account Supervisor :
Kristin Martinez
Account Executive :
Whitney Woodard
Junior Account Executive :
Julia Goldman
Production :
Director :
JJ Adler
Executive Producer :
Greg Jones
Head of Production :
Sabrina Mossberg
Director of Photography :
David Wilson
Line Producer :
Ray Courtin
AD :
Dana Sherman
Production Designer :
Chad Yuro
Editorial :
Whitehouse Post
Editor :
Heidi Black
Assistant Editor :
Jeanette Suleiman
Executive Producer :
Brooke Williams
Senior Producer :
Ryan Smith
Finishing :
Finishing :
Angus Kneale
Finishing :
Verity Kneale
Finishing :
Melanie Wickham
Finishing :
Zach Fortin
Finishing :
Clairellen Wallin
Finishing :
Michelle Cevallos
Finishing :
Jessica Sroczynsk
Finishing :
Jabulani Simelane
Finishing :
Julie Brown
Finishing :
Adam Scott
Finishing :
Adam Lambert
Finishing :
Nicholas Young
Finishing :
Roxy Zuckerman
Finishing :
Shannon Lee
Finishing :
Simon Holden
Finishing :
Stuart Wilson
Finishing :
Paul Cardon
Finishing :
Brandon Phillis
Finishing :
Christian Reyes
Animation :
Make it Move
Animator :
Deven Langston
Record & Mix :
Wave Studios
Sound Designer/Mixer :
Isaac Matus
Mixer :
Austin Ferreira
Executive Producer :
Vicky Ferraro
Music :

Need a credit fix? Contact the Creativity Editors

Project Type