✓ With one of the biggest global sporting events around the corner, Molson Coors deploys its biggest investment in a live sporting event in the last decade.
✓ The beverage company kicks off with a new Coors Light soccer campaign featuring legendary soccer announcer Andrés Cantor.
✓ Coors is also adding another type of “0” to its can, with its first-ever foray into 0.0 ABV, Coors 0.0%.
Every four years, fans around the world wait for an announcement so synonymous with soccer and celebration that you can practically hear it just by reading it — GOOOOAL!!!!!!
For the first time in 32 years, the summer of soccer — and “gooooal” calls that ricochet across bars, living rooms and watch parties around the world — will be here, on our turf. And Molson Coors is ready to make those cheers ring even louder by going all in with its biggest media investment in a live sporting event in the last decade while featuring three brands that resonate with soccer fans: Coors Light, Miller Lite and Topo Chico Hard.
Those brands will show up in a variety of ways during the nearly six-week tournament, most prominently in 90 high-visibility TV spots during almost every round of the tournament.
It’ll be a huge moment for sports, beer and throughout culture: The tournament is expected to generate 1 billion viewing occasions that reach more than 37% of beer drinkers between the ages of 21 and 49 during the peak summer selling period. That’s more than four times the frequency of the football championship.
And with matches taking place this summer across North America, there’s a big opportunity for the industry to score.
“There is no greater way for us to champion beer this summer than showing up in one of the biggest sporting events of the year,” says Sofia Colucci, Molson Coors’ chief marketing officer. “This isn't us just putting our money where our mouth is — it's thinking strategically about how we can get our portfolio closer to consumers and the occasions where they reach for a beer.”
And it all kicks off with Coors Light.
More Goals, More COOOORS
Soccer fans love that iconic goal call, and no one does it better than the one and the only, Andrés Cantor. Coors Light is teaming up with Andrés to bring his legendary call to Mountain Cold Refreshment.
Introducing, “The Coooors Call.” Throughout the tournament, soccer fans will see the 30-second spot that shows beer lovers celebrating soccer and enjoying cold Coors Light at a backyard barbecue, while fishing, at a sports bar and camping, among other key beer occasions – all while Cantor makes a beer order at the bar in his signature style.
Deploying about 60% more national media spend year-over-year in June and July on our top beer brands, Coors Light and Miller Lite, means fans will see – and hear – the message loud and clear as they tune in for the biggest matchups of the summer.
WATCH THE SPOT HERE:
The spot will debut in English and Spanish in June during matches on FOX and Telemundo, and will be amplified by media support that adds Os to “Coooors Light” at retail and displays, on billboards in Times Square and other host cities, an exclusive Uber in-app partnership in host markets and more. Coors Light will also show up this summer with soccer-themed packaging.
With Cantor by Coors Light’s side, the brand is leaning in. As the tournament goes on, and more goals are celebrated, Coors Light will add more ‘Os’ to its name on billboards and digital signage from coast to coast.
Speaking of adding ‘O’s to its name, Coors will also be adding a couple of ‘0’s. For the first time, Coors is unveiling a fully 0.0% ABV brew, Coors 0.0%, which will launch in select Northeast markets.
As consumers look for more options and more ways to celebrate, Coors 0.0% will provide the same Mountain Cold Refreshment they expect from Coors, but without the alcohol.
As for how Miller Lite and Topo Chico Hard will show up during soccer this summer, more on that to come in the weeks ahead.
“This summer, Molson Coors is making sure no ‘gooooal’ goes uncelebrated,” Colucci says. “With Coors Light’s new work with Andrés Cantor, and Miller Lite and Topo Chico Hard getting into the mix in the coming weeks, we’re making a significant investment across our portfolio to show up big for the biggest sporting event of the summer — and we’re planning to score a couple of goooals along the way.”