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(Courtesy Coors Light / Molson Coors)
If you’re a regular visitor to American Craft Beer, you’re well aware that we’re no strangers to the occasional misspelling or punctuation error. We try to clean things up as fast as we can, but when you’re publishing six days a week, things happen.
So we’re about the last beer news site that can reasonably criticize Molson Coors after a recent Coors Light announcement misspelled “refreshment” on a national stage that included some of nation’s biggest newspapers, to some ludicrously (their words not ours) high-profile digital billboards in places like New York’s Times Square and Toronto’s Sankofa Square.
Coors Light quickly apologized for the misspelling (which is something we never do), releasing a statement that blamed the mistake on a “Case of the Mondays.”
“In the ads that were released everywhere, there was an unfortunate misspelling of ‘Mountain Cold Refreshment’ as ‘Mountain Cold Refershment.’ Coors Light wants to thank everyone for letting us know about the errors. Mondays, am I right?”
And now Coors Light has cleverly turned that mistake into a drinkable case of the Mondays, with new limited-time packaging renamed “Mondays Light,” a promotion the company is also tying into its Big Game plans.
According to Vice President of Marketing Marcelo Pascoa, Coors Light knows how tough Mondays can be, especially the one after the biggest football game of the year.
60% of Americans and Canadians admit they’re likely to have a ‘Case of the Mondays’ after the Big Game, according to a recent survey conducted by Talker Research.
“Let’s face it: all Mondays suck, but the Monday after the Big Game is the absolute worst,” says Pascoa told Beer & Beyond. “So, we thought, why not turn that classic ‘Case of the Mondays’ into a literal case of Coors Light? ”
Featuring “Mondays Light” boldly on the packaging, the limited-time 12-packs in the US and 24-packs in Canada will be available nationally beginning in mid-January.
As for the exact plans for the Big Game ad, Coors Light is still keeping quiet, but back in October, Chief Marketing Officer Sofia Colucci said the company couldn’t wait to return to the Big Game.
“In 2025, Coors Light will bring a new take on Choose Chill to one of the largest stages in the country and we can’t wait for you to see it,” she says. “From our college football team alliances to partnerships with some of the chillest players on and off the field, Coors Light and football belong together.”
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