Now it’s back on the biggest stage in the world. Destination: chill.
THE BIG PICTURE
Coors Light is back in the big game amid an impressive run that began last spring, netting a 17.3% boost in volume sales for the 13 weeks that ended Jan. 14 versus last year, according to Circana.
“After the momentum of last year, now is the time to bring back one of the most iconic campaigns in beer history to the biggest moment in sports,” said Sofia Colucci, chief marketing officer for Molson Coors. “Coors Light is the fastest volume share gainer in total beer, so it makes perfect sense to celebrate that rapid growth with our train by delivering chill across North America.”
Coors Light has become top-selling light beer in California, Colorado, New York, Oregon, Washington and Wisconsin, according to Circana.
Coors Light is also bringing the Chill Train to Canada, where it’s the nation’s top-selling light beer, according to share and market growth statistics, buying national airtimeduring the big game for the first time and giving Canadians who are over 21 years of age a chance to win a trip to the 2025 big game event.
With the ad, Coors Light is also looking to give legal-age fans in the U.S. a seat on the Chill Train. Through CGI technology, “passengers” will be placed on the Coors Light Chill Train in a special, online-only extended cut of the ad. Not only will passengers see themselves in the ad, they’ll get a contract, $500 in talent fees and limited-edition commemorative swag.
Fans will have a chance to book their seats starting on Sunday, Jan. 28, online, around the time Coors Light’s teaser ad airs during the NFC champion game.
THE BOTTOM LINE
“We can’t wait to introduce the Coors Light Chill Train to the next generation of Coors Light drinkers, giving our fans a front-row seat - or aisle - to experience it,” said Marcelo Pascoa, vice president of marketing for the Coors family of brands.