- Coors Light is releasing limited-edition Mondays Light packaging — a play on the idiom “a case of the Mondays” — nationwide upfront of the Super Bowl, per a press release.
- The packaging play follows Coors Light on Monday (Jan. 13) debuting a series of ads that misspelled “refreshment” as “refershment” in a nod to Monday morning mishaps. The brewer can even run an Instagram sweepstakes for a probability at free beer.
- The campaign anticipating a Super Bowl spot was informed by research that found 41% of respondents call the Monday after the big game one of the worst days of the yr.
Coors Light is popping “a case of the Mondays” into an actual case of beer, just in time for one of the most difficult Mondays of the yr, a minimum of for football fans (and journalists who cover the big game). The phrase was popularized by the 1999 cult classic “Office Space” in one other reminder of how Y2K nostalgia stays a key part of marketers’ playbooks.
The announcement of Mondays Light follows the brand’s own Monday mishap: the release of several print and out-of-home advertisements that misspelled “refreshment” as “refershment.” Coors Light issued an apology for the error earlier this week, continuing the construct as much as its forthcoming Super Bowl blitz. The ad and surrounding campaign are handled by agency Mischief @ No Fixed Address.
A misspelled out-of-home ad in Times Square
Courtesy of Coors Light
“Everyone knows the day after the Super Bowl is the crustiest Monday of the yr. So we desired to turn a nasty case of the Mondays right into a significantly better case of the Mondays, with an idea first-approach to a giant game ad,” said Kevin Mulroy, executive creative director and partner at Mischief, in a press release. “That allowed us to create an enormous surrounding program that sparks cultural moments before, during, and after the game.”
A survey conducted by Talker Research on behalf of Coors Light found the Monday after the Super Bowl to be one of the most dreaded workdays of the yr, whether because of staying up late the night before (50%), returning to work after a fantastic game (46%) or because the game means the end of the NFL season (36%). Naturally, many individuals — including Coors’ target market — imbibe on Super Bowl Sunday, which might have its own after effects.
To further construct engagement, Coors Light will run an Instagram sweepstakes ahead of the big game. Consumers who follow the brand, post an in-feed image of themselves drinking Coors Light after the brand’s Super Bowl ad, tag the brand and include special hashtags could have a probability to win a $14 payment good for a 12-pack of Coors Light.
This yr marks Coors Light’s third Super Bowl in a row and second in a row in Canada, where it can run a 30-second spot for each English and French-Canadian audiences. Also developed by Mischief, the spot will air on CTV, TSN and RDS broadcasts in Canada. Droga5 was behind its Super Bowl push last yr.
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