It’s onesie season.
After selling out almost immediately last year, Coors Light’s holiday onesies are back for 2020.
With a new design featuring a lighter, more breathable fabric and special pockets for cold Coors Light storage, the limited-edition onesies are tongue-in-cheek “but functional,” says Stephanie Donelson, associate marketing manager for Coors Light. “They’re the definition of chill, and we made sure they’re super comfortable and made for enjoying around the house, where people will be spending more time this holiday season.”
Emblazoned with the Coors Light logo on the front and the brand’s tagline “Made to Chill” across the back, the $70, onesie-style sweat suits launched this week at CoorsLightHoliday.com. The brand this week began promoting the outfits with a social campaign amplified by prominent brand fans and influencers.
While Coors Light made five times more onesies this year versus 2019, the brand expects them to sell through quickly.
The onesies are part of an enhanced holiday campaign for Coors Light, which is upping its marketing investment this year, Donelson says. The brand plans new TV work slated to hit in December as well as a partnership with the online retailer Minibar that will ensure Coors Light is promoted across the site throughout the season.
Coors Light is aiming to continue the momentum it’s gathered under its “Made to Chill” platform, which launched nearly a year and a half ago. Helped by increased at-home consumption during the pandemic, sales this year are up 6.1%, according to Nielsen all-outlet and convenience data through Nov. 7. That’s amounted in Coors light corralling 0.4 points of share in the premium lights segment for 2020, the vast majority of which has been sourced from competitor Bud Light, data show.
“We’re seeing really positive results,” Donelson says. “And we’re excited with the way Made to Chill has come to life and how the brand continues to find new ways to connect with consumers.”