The Super Bowl is just a few days away and the ads companies spend millions of dollars on are starting to surface online. Coors Light has gone all in on having “a case of the Mondays”. It began as a typo on billboards and in newspapers across North America but has become a full blown campaign. It includes limited-time packaging where the boxes say “Mondays Light”. Covetable merchandise and…sloths. Yes, sloths.
The ad which will air on Sunday during the big game between the Kansas City Chiefs and the Philadelphia Eagles shows how slow Mondays can be. Human sized sloths bag groceries slowly, they idly work through their inboxes and they even have a slow speed chase. Until they get their paws on Mondays Light and they relax with their mountain-cold refreshment.
Marcelo Pascoa, Vice President of Marketing at Coors Light says, “The day after the Big Game, it’s easy to feel like a sloth—they perfectly capture that ‘Case of the Mondays’ feeling. For weeks, we’ve been bringing this idea of ‘Case of the Mondays’ to life everywhere. Our ad is the culmination of all that hard work in an unexpected way.”
A 30-second version of the ad will air during the game Sunday, created by Mischief @No Fixed Address. “Marketers always think they have to step up for the Big Game because it’s the Big Game…but every piece of marketing should have the same care and creative input. Coors Light and Mischief treated this no differently than anything we would do (with maybe 30 percent more toasting of Coors Light once we wrapped). It meant we could think outside of the game, and create something that gets people talking weeks before, and after, when they’re enjoying their Case of the Mondays.” Says Kevin Milroy, Partner &ECD at Mischief. The campaign started with a series of ads where ‘refreshment’ was spelled ‘refershment’. Then came the limited time packaging of “Mondays Light” for Coors Light 12-packs (available nationwide). Through this packaging fans can enter for the opportunity to win a case of Coors Light just time for their own case of the Mondays after the Big Game.
Chilling is a lifestyle, so Coors Light did not stop there. They also made a whole merch collection which includes hats, cozy sweat sets, tees and the Chill Face Roller to bring mountain cold refreshment to your face and chill out your worst case of the Mondays. The collection now includes sloth themed items such as a beverage wrap, neck pillow, t-shirts, a blanket and a bucket hat.