Molson Coors brand Coors Light teamed up with Kansas City Chiefs super star Patrick Mahomes skilfully and creatively skirt around the NFL’s regulations about promoting beer with a comic campaign promoting a new product – the Coors Light Bear
Created by agency Mischief, the campaign revolves around an anchor ad in which the multiple Super Bowl winning quarterback appears alongside the ‘bear’ in several scenarios – including playing golf, hanging out at the beach and watching television.
The spot closes with the Mahomes copy line: “Coors Light Bear. The world’s most refreshing bear.”
The tongue-in-cheek 60-second spot, which dropped on 15 June, revolves around a play-on-words which saw the ad team create a ‘Coors Light Bear’.
The video was supported by Coors branded, limit edition golf club head covers that look like the ‘bear’ which are available for purchase online for $15.
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This comic campaign sees the non-sponsor beer brand and its athlete ambassador cleverly skirt around the NFL marketing red tape regulations and follows on from their previous marketing partnership which promoted ‘The Coors Light’ (branded flashlight).
The campaign rolls out as traditional Coors Light rival Bud Light continues to see falling sales following its ad campaign featuring transgender influencer Dylan Mulvaney which saw it lose its coveted status as the best selling beer in the USA (a title now held by Modelo Especial).
Molson Coors itself has benefitted from the fallout and has seen a 5.9% year-on-year sales boost in the first quarter for a total of $2.35 billion.
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