On Strategy Showcase Coors Light. From state of beer to state of mind
May 11, 2025
Nimisha Jain, EVP of Strategy at Mischief, and Marcelo Pascoa, VP of Marketing at Coors, dive into Coors Light's brand evolution from 'Cold & Refreshing' to a concept of 'Choose Chill'. They discuss the shift from product focus to lifestyle branding, fostering deeper emotional connections. The guests explore innovative marketing strategies, including a humorous Super Bowl campaign that turns post-game blues into chill vibes. With an emphasis on mental wellbeing, they highlight a new approach that aligns with contemporary consumer preferences for relaxation.
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From Coldness to Chill Mindset
- Coors Light evolved from emphasizing "coldness" of beer to focusing on the consumer's "state of mind."
- This emotional shift connects physical refreshment with mental chill, enriching the brand essence.
Patrick Mahomes Advertising Hack
- Patrick Mahomes' NFL rules ban him from beer ads, so Coors Light creatively marketed him endorsing a non-beer product like a flashlight and a bear.
- This playful workaround leveraged star power while respecting advertising restrictions.
Case of the Mondays Campaign Impact
- The "Case of the Mondays" campaign tackled the worst Monday: the day after the Super Bowl.
- Using humor and staged marketing stunts, Coors Light made this a cultural moment that embodied their chill brand.