Introduction

In a bold and playful move, Coors Light has announced a temporary name change to “Mondays Light” in a bid to lighten the mood on what is dubbed the worst Monday of the year, the day after the Super Bowl.

Special Packaging and Marketing Campaign

Starting this month, consumers can find specially branded 12-packs of “Mondays Light” at retailers nationwide. This unique packaging replaces “Coors” with “Mondays” and comes with a humorous marketing campaign designed to combat the post-Super Bowl slump that many feel when the football season comes to an end.

Advertising and Social Media

To draw attention, Coors Light has launched an ambitious advertising campaign, including striking billboards in Times Square and ads in major publications like the New York Times. However, they managed to stir some buzz by intentionally misspelling the word "refreshment" as "refershment" in these ads. In a light-hearted response to the mistake, Coors Light stated on its social media: “Coors Light wants to thank everyone for letting us know about the errors. Very chill of you. Mondays, am I right?”

Cultural Reference

The phrase "case of the Mondays" was popularized in the 1999 cult classic film *Office Space*, capturing the collective groan of returning to work after a weekend filled with leisure.

Market Context and Sales Strategy

Following a recent surge in sales due to the Bud Light controversy earlier this year, Molson Coors appears to be striving to regain momentum as beer market sales soften. According to research by Circana, beer sales at U.S. retailers dipped by 0.6% in 2024, dropping to $45.65 billion. Coors Light suffered, with sales down nearly 2% to approximately $2.7 billion, reflecting a broader decline in the domestic premium beer market.

Super Bowl Advertisement Plans

In a strategic move to engage consumers during the Super Bowl season, Molson Coors also plans to air a 30-second advertisement during the big game on February 9. This marks the third year of visibility for the brand after Anheuser-Busch ended its long-standing exclusivity deal in 2022.

Conclusion

Stay tuned to see if “Mondays Light” can truly spark a revival in sales or if it will fade into the annals of clever marketing gimmicks!