Coors Light brings out the stars for new summer music program

Music is taking center stage as Coors Light launches the latest iteration of its Choose Chill platform, bringing together some of the top hitmakers around for a campaign it’s calling “Chill Amplified.” 

“Music is the universal language, and it is one of the best ways that people have to chill,” says Marcelo Pascoa, vice president of marketing for the Coors Family of Brands. “When you combine Coors Light and music, your chill gets amplified.”   

The brand continues to grow dollar and volume share in 2024, according to Circanal. The new campaign coincides with Coors Light’s ‘gram-worthy new summer packaging, which plays up the music angle by resembling a boom box. But that’s just the beginning of the ambitious project.  

Meet the crew 

Coors Light has locked in stars including country superstar Lainey Wilson, hip-hop icon LL COOL J, indie rock headliners Mt. Joy and reggaeton star Tainy to headline the campaign.  

By handpicking four artists in four different genres, the brand created opportunities to connect with a wide variety of legal-age drinkers, Pascoa says. Coors Light is also looking to send legal drinking-age fans to see the artists in concert, with VIP tickets, signed merch and more. Eligible consumers can learn more by visiting here.  

Chilling backstage 

Coors Light is also teaming up with all four artists to offer “backstage six-packs,” allowing legal drinking-age consumers to chill at home just like the artists do backstage.   

“When on a tour, artists like to have a few things backstage so they can refresh their spirits,” says Pascoa. “We’re collaborating with our four artists to offer very limited-edition bundles that will be available at our shop site.”  

Coors Light is staggering the four releases over the year. First up is Wilson, whose backstage swag includes a branded mini-fridge, perfect for chilling some Coors Light and some skincare products, a “Red Truck” rug, a blue sweatsuit, plus a dog bowl, inspired by the one she has for her dog, Hippie Mae.  

Her backstage six-pack can be purchased here for $300 here while supplies last. Proceeds from each purchase will go to Wilson’s charity, Heart Like a Truck.  

Backstage six packs for LL COOL J, Mt. Joy and Tainy will be released later this summer.  

But, Pascoa says, Coors Light and music will be together for the long haul. “We are going to be activating Chill Amplified all year long,” he says. “We want everybody talking about our music.”