Coors Light has introduced “Chill Amplified,” a new music platform designed to merge the experiences of music and beer, providing fans with unique access to VIP events, concerts, and exclusive artist interactions. The initiative features collaborations with renowned artists across different music genres, including country artist Lainey Wilson, hip-hop legend LL COOL J, indie band Mt. Joy, and reggaeton producer Tainy.
The campaign will offer Coors Light drinkers special merchandise, promotional retail setups, and limited-edition packaging. These packages will include codes that customers can use to enter contests for a chance to win premium concert tickets, participate in special concert activations, and enjoy meet-and-greets with the featured artists.
Marcelo Pascoa, vice president of marketing for the Coors Family of Brands, emphasized that the Chill Amplified program aims to enhance the relaxation that comes from combining Coors Light with music. He highlighted the diverse range of artists involved, from Grammy winners to artists known for sold-out tours and chart-topping hits, illustrating the broad appeal of the program.
To kick off Chill Amplified, Coors Light is launching a series of limited-edition ‘Backstage Six-Packs,’ inspired by the personal styles and preferences of the participating artists. The first to be released is the Coors Light x Lainey Wilson Backstage Six-Pack, which includes items such as a mini fridge, a blue sweatsuit, a dog bowl, beer glasses, a “Red Truck” rug, and a Chill Amplified LED sign. Priced at $300, only 25 of these kits will be available starting May 8th. The proceeds will support the Heart Like A Truck foundation. Other artists’ kits will be released sequentially, with details to be shared on Coors Light’s social media channels.