✓ Coors Light is helping drinkers choose chill this summer with major programs across music and soccer
✓ The brand’s new music platform, Chill on Shuffle, is being brought to life with four hitmakers from different genres
✓ Coors Light is once again sponsoring the Leagues Cup
With summer heating up, Coors Light is focused on just the opposite – keeping people as chill as possible during the season’s most heated moments.
According to Vice President of Marketing Marcelo Pascoa, it doesn’t matter whether it’s at a music festival or the soccer pitch, the brand has plans to bring some much-needed chill to these heated summer moments.
“Coors Light is all about inspiring everyone to choose chill, no matter if it’s the middle of the summer and you’re cheering on your favorite team or seeing your idol on stage,” he says. “Both of these programs help us connect with new 21+ consumers, while helping them keep chill.”
Keeping Chill on Shuffle
Once again, Coors Light is ready for the festival stage lights, as it’s launching the latest iteration of its music platform, Chill on Shuffle.
According to Pascoa, the campaign was designed to appeal to 21+ consumers who find chill in skipping from one genre of music to the next.
“Chill on Shuffle shows how Coors Light is the beer for those who choose to enjoy all kinds of music with an open mind,” says Pascoa.
To bring that to life, Coors Light is once again teaming up with some of today’s top hitmakers, including country superstar Lainey Wilson, chart-topping and genre-hopping Shaboozey, indie rock headliners Mt. Joy, and reggaeton icon Yandel.
Along with a stacked group of artists, the brand has also planned for increased media spend vs. last year. It also has limited-time packaging, new national assets and a national sweepstakes that offers 21+ fans a chance to win coveted music experiences. Local assets are also available in markets where the artists will be touring this year.
"Chill on Shuffle delivers a new way to experience music all summer long and offers fans a chance to win incredible experiences featuring our talented partners," says Pascoa.
Coors Light’s music-themed limited-time packaging is available now through August 3 in 12, 18, 24, 30 and 36 packs of 12-ounce cans. 24-ounce cans will also be available. The special packs include QR codes, which 21+ consumers can scan to win prizes, including a branded speaker-style cooler, signed vinyl records and concert tickets to see Lainey Wilson, Shaboozey, Mt. Joy and Yandel.
The program launched last month when Coors Light partnered with the online grocery delivery site Instacart to bring Chill on Shuffle to life, where consumers could enter to win exclusive music prizes.
Refreshing the Game
Coors Light isn’t stopping at the stage. The brand is also keeping it chill during the long soccer season, bringing back its Refresh the Game soccer campaign.
The brand is bringing this campaign to life in big ways, including its return as the official beer sponsor of Leagues Cup, the tournament between teams from Major League Soccer in the United States and Canada and Liga MX in Mexico.
According to Associate Marketing Manager Danielle Paramore, Coors Light is proud to be a sponsor for Leagues Cup for the third year in a row.
“Soccer continues to grow in popularity as more tournaments take place in the U.S.,” she says. “We know soccer fans are incredibly passionate about their fandom, and it’s the perfect way to tap into that growing fanbase just as the season heats up.”
Coors Light will have a visible presence throughout the tournament, which runs from July 29 to August 31. Along with ads appearing during tournament games, Coors Light will have branded placements on many of the fields, including behind the goal.
Coors Light has big plans outside the stadium, too. Limited time packaging is already hitting shelves in 15 and 9 packs of 16-ounce aluminum pints, along with 12 packs of 8-ounce mini cans, which are popular in many c-stores.
The soccer-themed packs come with QR codes that 21+ fans can scan to enter for a chance to win branded soccer merch or a trip to the Leagues Cup Final. (The location of the final will be determined by the two final teams in the tournament.)
The brand also plans to show up at on-premise locations near the games. That includes several “trophy appearances,” where it will pop up at locations with the official Leagues Cup trophy.
If that weren’t enough, Pascoa promises more from the brand this summer, which should be announced soon.
“We’re bringing as much chill as possible this summer,” he says. “We’re meeting our fans where they are with music and soccer, plus we have plenty of other surprises to showcase soon.”