Coors Light, the official beer sponsor of the Leagues Cup (a North American tournament between Major League Soccer and Liga MX clubs), leaned in to its ongoing, umbrella ‘Made To Chill’ tagline to keep supporters relaxed through the new season via a campaign called ‘Keep Your Fanxiety Chil’.
The activation spans on-site and in-stadium activations, retail parties, social media partnerships, a bracket challenge and other strands including a branded, limited edition soccer scarf which the Molson Coors brand claims will ‘help fans keep their chill this summer’.
There’s more than one icon in pink tonight. Tune into the start of the Leagues Cup Sponsored by Coors Light pic.twitter.com/4uIRUfeWRT
— Coors Light (@CoorsLight) July 21, 2023
While scarves are more typically associated with keeping warm, the beer brand is reversing the idea and re-purposing the garment to help fans stay relaxed during the more heated and exciting moments of the season.
The ‘Chill Fanxiety Scarf’ features cooling technology, a neck massager and two beer pockets to hold a pair of Coors Light cans/bottles. Only 22 were made in the initial batch and they can be bought for $30 on the beer’s e-commerce shop: with one available each day at 12pm from 18 July to 2 August
They were promoted through a digital first campaign, backed by PR, fronted by former MLS MVP Carlos Vela which was created by agency Alma.
The campaign was spearheaded by a 30-second ‘Hot Flashes’ ad which sees a fan get a hot flash while watching a game in a bar and then alleviating the tension with an ice cold glass of Coors Light.
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We’ve seen a fair few football scarf focused campaigns and activations and this initiative adds to a tactical heritage that includes Twitter’s ‘Share Your Roar’, Cisco and Manchester City FC’s ‘Connected Scarf’ and DEVK and FC Koln’s ‘Selfie Scarf.’
Taking place between 21 July and 19 August, the 2023 iteration of the Leagues Cup marks the first time club from North America’s top two leagues: the World Cup-style tournament includes all 47 MLS and LIGA MX clubs with each pausing their regular season to compete in the Confederation of North, Central America and Caribbean Association Football (CONCACAF) competition.
The tournament also saw Lionel Messi make his Inter Miami debut.
The campaign rolled out as soccer experienced a surge in popularity in North America with the arrival of Messi in Miami’s MLS franchise, the start of the domestic soccer season and the kick-off of the FIFA 2023 Women’s World Cup.
Coors Light’s ‘Made to Chill’ positioning and marketing has been brought to life previously through other sports activations and campaigns such as the 2023 NCAA March Madness college hoops tournament via a line of beer-flavoured ice pops created to help ease the nerves of those watching the tournament.
Other recent sports marketing initiatives from the brand include 2023’s Patrick Mahomes fronted ‘Coors Light Bear’ and the branded flashlight ‘The Coors Light’.
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