Coors Light is switching up its moniker!
Coors Light is jumping into the Monday blues with a playful twist, temporarily renaming themselves "Mondays Light" to inject some "chill" into one of the least favorite days of the week. Starting this month, you can spot this revamped 12-pack at your local retailers, adorned with the new moniker, replacing the traditional "Coors."
The advertising world is buzzing about this transformation, with a unique television commercial heralding this Monday as the "worst Monday of the year" since the football season is over. Molson Coors, the beer's parent company, is banking on the "Mondays Light" packaging to reignite enthusiasm, following a surge in sales in 2023. However, sales have since softened, as the broader beer market grapples with reduced spending by Americans.
Coors Light drew fresh attention on an apt Monday with a series of ads, including in the New York Times and a Times Square billboard. The ads playfully misspelled "refreshment" as "refershment," which Coors Light humorously chalked up to a case of the Mondays.
The term "case of the Mondays" originated in the 1999 film "Office Space" and never failed to resonate since. On February 9, during the Super Bowl, Molson Coors will air a 30-second ad. Details on the ad are scant, but it marks the third consecutive year the brand is securing Super Bowl exposure, post-Anheuser-Busch ending their 33-year exclusivity deal in 2022.
Sales of beer at retailers dipped 0.6% to $45.65 billion in 2024, according to Circana data. The domestic premium category, which includes Coors Light, experienced a significant drop, with sales dipping 5.5% for the year. Consequently, Molson Coors adjusted their sales outlook for 2024 due to sluggish sales for a majority of their beers.
[1] Molson Coors aims to capitalize on the Monday after the Super Bowl's unpleasant sentiment to promote their beer and provide a reason to celebrate.
[2] The name change is part of an irreverent marketing campaign aimed at reminding fans to "Choose Chill" on what is often perceived as one of the worst Mondays of the year.
[4] The temporary name change is part of a broader strategy to increase brand attention and engagement, especially during a competitive period like the Super Bowl.
[1] Molson Coors is also planning to use the Monday following the Super Bowl, known for its unfavorable sentiment, as an opportunity to boost sales of their beer by promoting the temporary name change to "Mondays Light."
[2] As part of this marketing campaign, the company decided to rebrand their Coors Light beer to "Mondays Light" for a limited time, offering a playful twist on the idea of refreshing food and beverages to help alleviate the "case of the Mondays" and turn this day around with a dash of 'business' in the form of a chilled beverage.
