Coors Light has initiated a campaign themed around the concept of a “Case of the Mondays” in the lead-up to the 2025 Big Game. This campaign emerged from a typographical error that appeared in various national newspapers and billboards across North America. It has since evolved to include limited-time packaging, merchandise, and a unique advertising approach featuring sloths.
The advertisement, set to air during the first half of the Big Game on February 9, 2025, illustrates the sluggishness associated with the Monday following the conclusion of the national football season. In the ad, sloths are depicted engaging in mundane activities such as grocery shopping and managing emails, embodying the lethargy often felt after the weekend. The narrative shifts when the characters discover Mondays Light, which revitalizes them with a sense of refreshment.
Marcelo Pascoa, Vice President of Marketing at Coors Light, noted that the sloth characters effectively represent the feelings associated with the day after the Big Game. The campaign has been developed by Mischief @No Fixed Address, emphasizing that all marketing efforts should receive equal attention, regardless of the occasion.
In addition to the advertisement, Coors Light previously released a series of ads that contained a spelling error in the word “refreshment.” This error was leveraged into a promotional product, Mondays Light, which features limited-time packaging for Coors Light 12-packs available in retail locations. Consumers can enter a contest to win a case of beer, coinciding with the Monday following the Big Game.
Furthermore, the brand has expanded its merchandise offerings to include a collection themed around the “Case of the Mondays.” This collection features various items such as sweat sets, hats, and a Chill Face Roller, aimed at promoting a relaxed lifestyle. Recently, sloth-themed merchandise has been added, including a bucket hat, blanket, beverage wrap, neck pillow, and t-shirts, further enhancing the campaign’s appeal.