After the holiday rush, most of us want nothing more than to chill. In sweatpants. For a week.
That’s according to a new survey conducted on behalf of Coors Light, which found 94% of 21- to 27-year-olds plan to wear comfy clothes (namely sweats) between Dec. 26 and Dec. 31. More than half of them plan to wear sweats more than five hours a day.
Enter the Coors Light holiday onesie, a full-body sweatsuit equipped with a hood, a full-length zipper and two pockets designed to fit cold cans of Coors Light. They’re all about helping drinkers “embrace their post-holiday chill,” says Cat Garabrant, associate marketing manager for the brand.
“We know the holidays are the happiest time of the year, but they also can be stressful with so much going on,” Garabrant says. “As we continue to build out our ‘Made to Chill’ campaign, we wanted to design the ultimate apparel to help our drinkers find moments to chill during the holidays.”
The novelty onesies, which are available in very limited quantities starting today at CoorsLightHoliday.com, are made with Coors Light’s signature colors — silver, red and blue — and are emblazoned with mountains, white snowflakes and the Coors Light logo. They are available in sizes small through extra large and retail for $30. Buyers must be age 21 or over to purchase.
The program will be supported with a nationwide social media campaign featuring onesie-clad younger legal-age drinkers kicking back with friends and Coors Light.
A limited number of the onesies also will be available at special events at select bars and restaurants in the Northeast U.S. through December.
All proceeds from the sale of the Coors Light onesies will go to the Global Penguin Society, an international nonprofit dedicated to the conservation of the world’s 18 penguin species and their habitats.
The unconventional apparel is a volley to “carve out a space for Coors Light at a time of the year when beer hasn’t traditionally been as top of mind for consumers,” Garabrant says. “While much of the holiday season is full of travel, last-minute shopping, family events and other celebrations, we’re reminding drinkers that they deserve a moment to relax during those last five days of the year — and hopefully enjoy some ice-cold Coors Light.”
The onesies are the latest phase of the brand’s ‘Made to Chill’ campaign, which kicked off July 29 and has helped the brand post improved sales trends. Coors Light now holds a 23.7% share of the premium lights segment year-to-date, up from a 23.5% share prior to the campaign’s launch, according to Nielsen all-outlet and convenience data through Nov. 23. Over the most-recent four-week period, its share gains are accelerating, up to 23.9%.