Beer brand Coors Light will highlight that the Monday following the Superbowl (10 February) is the worst Monday of the year, in its newest campaign.
This ad follows research that revealed 60% of consumers in the US and Canada catch a “case of the Mondays” following a big game.
The work was devised by New York-based agency Mischief @ No Fixed Address.
Coors Light vice president of marketing Marcelo Pascoa said: “Let’s face it: the Monday after the Big Game takes ‘Case of the Mondays’ to a whole new level.
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“We thought, why not turn that classic ‘Case of the Mondays’ into a literal case of Coors Light? Mondays Light is our way of reminding fans to choose chill on one of the worst Mondays of the year.”
As part of the campaign, the brand will air a 30-second spot during the Superbowl. It has also released a limited edition 12-pack case of beers with ‘Mondays Light’ branding.
This will mark the third year in a row that the brand has premiered an ad at the Superbowl.
The campaign follows an out-of-home activation in Times Square in New York, which read: ‘Mountain Cold Refershment’.
The brand acknowledged the spelling mistake in a statement that read: “Coors Light wants to thank everyone for letting us know about the errors. Very chill of you. Mondays, am I right?”
