At Molson Coors’ recent distributor conference in San Antonio, vice president of marketing for the Coors family of brands Marcelo Pascoa promised that Coors Light’s “Chill Amplified” music platform would be “bigger, better and more impactful” in 2025.
He wasn’t kidding, as hitmakers Shaboozey and Yandel are officially on board.
“Coors Light and Music are the perfect pairing,” he says. “Now with Shaboozey and Yandel joining the party, we have the opportunity to reach even more fans across the country. Both are bringing refreshment to their respective genres in music and complement the great artists and plans Coors Light has for music in 2025.”
Few artists have had a bigger 2024 than Shaboozey. His anthem, “A Bar Song (Tipsy),” which deftly mixes genres like country, rock and hip hop, became a multi-platinum hit. To date, the song has been the No. 1 song in the country for 18 weeks, the longest stretch for any artist in 2024 and the longest run for a solo artist ever.
Shaboozey has already picked up two wins at the People’s Choice Country Awards, along with nominations at the MTV Music Video Awards, the CMA Awards and the upcoming Grammys.
Yandel is an international singer, producer and reggaeton icon, who began his career in 1998. He has a series of gold and platinum albums and 16 No.1 Latin Airplay hits. He has already won three Latin Grammy awards and picked up two wins at the Billboard Music Awards.
Both Shaboozey and Yandel are gearing up for a tour in 2025. Coors Light will be right there with them, with a campaign that will bring both digital and out-of-home ads of the artists, along with retail displays and soon-to-be-announced promotions.
‘Chill Amplified’
Launched earlier this year, “Chill Amplified” is the musical iteration of Coors Light’s successful “Choose Chill” campaign. The first year brought four artists from different genres, to appeal to a wide array of people across the U.S.
According to Pascoa, the goal of the platform is to connect with diverse and younger legal drinking-age consumers through music. With Shaboozey and Yandel joining the existing star-studded lineup, he believes “Chill Amplified” will do just that.
“Both Yandel and Shaboozey will bring more star power to ‘Chill Amplified,’” says Pascoa. “Our mission with ‘Chill Amplified’ is simple: inspire everyone to choose chill.”