✓ Molson Coors is going big for college and pro football season, investing heavily in its marketing for key brands like Coors Light and Miller Lite
✓ Coors Light’s plans include an expanded relationship with ESPN College GameDay, along with 40+ team alliances and new packaging
✓ Miller Lite rushes the field with a legendary campaign celebrating 50 years, teams up with ESPN Fantasy Football and 18 pro football alliances, and unveils new national packaging
The sight of tailgates, rivalry games and watch parties can only mean one thing: football is finally back, and Coors Light and Miller Lite are ready to make their mark on the season.
From the first snap to the last tackle, both brands have robust media plans tied to college and professional leagues – from themed packaging to alliances, big name TV partners and fan sweepstakes.
According to Chief Marketing Officer Sofia Colucci, Molson Coors’ two biggest brands are showing up in distinct, complementary ways that surround 21+ football fans no matter the moment or the league.
“Nothing goes better with football than a great tasting Miller Lite or a refreshing Coors Light. It’s the perfect occasion to tap into what makes each of our brands special – with Miller Lite leaning into legendary stories with our pro football alliances, and Coors Light delivering mountain cold refreshment to some of the hottest college rivalries.”
Coors Light brings the chill to the college gridiron
Let’s face it: most football fans love the sport because of the heated and tense moments.
That’s why Coors Light is bringing the chill this college football season with 41 team alliances, in conjunction with collegiate media rights partner Learfield, and a continued relationship with Disney Advertising, specifically around College GameDay Built by The Home Depot, the No. 1 pre-game show.
Coors Light will also stand out at retail with new football-themed packaging featuring ESPN College GameDay branding, furthering its connection to the show. What’s more, 21+ fans can enter for a chance to win unique VIP ESPN College GameDay experiences – including behind-the-scenes access and tickets to games – by scanning a QR code on the football-themed packaging or by visiting this site.
“We're bringing strong creative muscle to college football season for Coors Light, with collaborations our fans love, packaging that catches attention at retail and plenty of creative activations to help college football fans celebrate all season long,” says Colucci. “With a focus on being there for the chill moments when rivalries heat up, Coors Light has big plans to stand out this season.”
Also on shelves in select markets, the brand is testing new alliance-themed packaging for several university athletic programs including Arizona State, Indiana, Michigan, Ohio State, Oregon and more.
Beyond the pack, Coors Light will also give fans an opportunity to sport retro college football gear through its partnership with American Needle. The limited-edition merch includes branded T-shirts and sweatshirts and will be available later this season on the brand’s shop site.
Miller Lite: ‘The Football Beer for 50 Years’
Miller Lite has been busy celebrating its 50th anniversary with legendary stories and national toasts. But nothing says Miller Lite quite like pro football, so this year, Miller Lite is reminding its 21+ fans that it’s been “The Football Beer for 50 Years.”
Along with 18 pro football alliances, which positions Miller Lite in front of engaged and relevant fanbases, the brand is partnering again with ESPN Fantasy Football, the No. 1 most popular fantasy football game. In addition to having its logo prominently featured throughout the ESPN Fantasy App, the brand will also appear as the official sponsor of ESPN’s Fantasy Draft Experience and be a part of ESPN’s “Pigskin Pick'em Challenge,” a weekly prediction game in which fans can compete for a $10,000 grand prize. More details can be found here.
“Since its first national ads in 1975, pro football has been a big part of Miller Lite’s history. As part of the brand’s 50th anniversary, we’re tapping into that legacy with a new through-the-line program, ‘The Football Beer for 50 Years,’” says Colucci.
Miller Lite is also unveiling new national packaging highlighting the brand’s 50th anniversary for 15 and 9 packs of 16-ounce cans, along with special alliance packaging and retail tools to help catch 21+ fans’ eyes in stores throughout the season – including sweepstakes where fans can win game-day tickets by scanning QR codes on pack.
Thanks to these strong plans, striking packaging and key partnerships, Coors Light and Miller Lite are ready to be there for every down and make an impact all season long.