Coors Light had a very public mishap on Monday when it tried to unveil its new look. Unfortunately, the brand ended up misspelling “refreshment” on the announcements all across North America, from ads in national newspapers to some ludicrously high-profile digital billboards in places like New York’s Times Square and Toronto’s Sankofa Square.
Coors Light quickly apologized, releasing a statement that blamed a “Case of the Mondays” for the mishap:
“In the ads that were released everywhere, there was an unfortunate misspelling of ‘Mountain Cold Refreshment’ as ‘Mountain Cold Refershment.’ Coors Light wants to thank everyone for letting us know about the errors. Very chill of you. Mondays, am I right?”
Now Coors Light is ready to turn that mistake into a drinkable case of the Mondays, with new limited-time packaging renamed “Mondays Light,” which the brand is also tying into its Big Game plans.
According to Vice President of Marketing Marcelo Pascoa, the brand knows how tough Mondays can be, especially the one after the biggest football game of the year. 60% of Americans and Canadians admit they’re likely to have a 'Case of the Mondays' after the Big Game, according to a recent survey conducted by Talker Research.
“Let’s face it: all Mondays suck, but the Monday after the Big Game is the absolute worst,” says Pascoa. “So, we thought, why not turn that classic ‘Case of the Mondays’ into a literal case of Coors Light? Mondays Light is our way of reminding fans to Choose Chill on the worst Monday of the year.”
Featuring “Mondays Light” boldly on the packaging, the limited-time 12-packs in the U.S. and 24-packs in Canada will be available nationally beginning in mid-January.
Gearing up for the Big Game
This will be the third year in a row that Coors Light has appeared in an ad during the Big Game. Last year, it revived the brand’s classic Chill Train with a celebrity-filled ad. The year before, it launched “The High-Stakes Beer Ad,” pitting Coors Light against Miller Lite in an action-packed feud to become the sole star of the commercial before Blue Moon snuck in at the end to take the spotlight.
As for the exact plans for the Big Game ad, the brand is still keeping quiet, but back in October, Chief Marketing Officer Sofia Colucci said the company couldn’t wait to return to the Big Game.
“In 2025, Coors Light will bring a new take on Choose Chill to one of the largest stages in the country and we can’t wait for you to see it,” she says. “From our college football team alliances to partnerships with some of the chillest players on and off the field, Coors Light and football belong together.”