Podcast Summary: On Strategy Showcase – "Coors Light. From State of the Beer to State of Mind"

Episode Details:

• Title: Coors Light. From State of the Beer to State of Mind
• Host: Fergus O’Carroll
• Release Date: May 11, 2025
• Guests:
  • Marcelo Pascala: VP of Marketing, Coors Light
  • Nemesha Jain: EVP Strategy, Mischief USA

Introduction

In this episode of On Strategy Showcase, host Fergus O’Carroll delves into the innovative marketing strategies behind Coors Light’s recent campaigns. Specifically, the discussion centers around the "Case of the Mondays" campaign launched during Super Bowl 2025, in collaboration with the creative agency Mischief. The conversation explores the evolution of Coors Light’s branding from emphasizing the “state of the beer” to fostering a “state of mind,” highlighting the strategic shifts and creative executions that have defined the brand’s recent success.

Background on the "Case of the Mondays" Campaign

Fergus O’Carroll opens the episode by describing the "Case of the Mondays" campaign, which debuted during Super Bowl 2025. The campaign, crafted by Mischief, was lauded for its originality, distinctiveness, and unexpected elements. The collaboration between Coors Light and Mischief spans over four years, encompassing various projects, including partnerships with NFL star Patrick Mahomes.

Notable Quote:

Fergus O’Carroll [00:00]: "The relationship with Coors is not just about the Super Bowl work. The relationship has been going on for the last four years or so."

Evolution of the Coors Light Brand

A significant portion of the discussion focuses on Coors Light’s strategic pivot from highlighting the physical attributes of the beer—specifically its coldness—to promoting an emotional connection centered around “chill.” This transition aims to resonate more deeply with consumers by aligning the brand with relaxation and mental refreshment.

Key Points:

• Historical Branding: Coors Light was traditionally marketed based on the physical coldness of the beer, leveraging its Rocky Mountain heritage.
• Strategic Shift (2019): The brand redefined its positioning to balance physical cold with emotional chill, aiming to refresh both body and spirit.

Notable Quotes:

Marcelo Pascala [06:13]: "The idea behind it was exactly that we needed to find something that could perfectly balance the emotional refreshment with the physical refreshment."

Sofia Colucci [06:35]: "The strategic shift to chill has been really fruitful for the brand... we believe that chill is an act of choice."

Collaboration with Patrick Mahomes and Creative Solutions

The episode delves into the creative challenges faced while integrating NFL star Patrick Mahomes into Coors Light’s campaigns, given NFL advertising restrictions on alcohol promotions. The team at Mischief devised playful solutions, transforming prohibited alcohol ads into humorous alternatives that still aligned with the brand’s “chill” ethos.

Key Points:

• Advertising Constraints: NFL rules prohibit athletes from directly promoting alcoholic beverages.
• Creative Adaptations: The team reimagined Coors Light as non-alcoholic products like flashlights and bears to navigate these restrictions while maintaining brand visibility.

Notable Quotes:

Sofia Colucci [15:02]: "What if Coors Light was not a beer and that became kind of the provocation to the team?"

Marcelo Pascala [17:37]: "It's a flashlight, not a beer. Introducing the Coors Light. 100% flashlight and 0% adult beverage."

Super Bowl Campaign Execution: "Case of the Mondays"

Fergus and his guests break down the strategic rollout of the "Case of the Mondays" campaign, which cleverly staged a fake blunder to create buzz and engage consumers. By intentionally introducing a typo in Times Square, the campaign capitalized on social media reactions to unveil the "Case of the Mondays" narrative.

Key Points:

• Initial Stagger: A deliberate typo in "Mountain Cold Refreshment" was used to spark conversation.
• Staged Blunder: The ensuing confusion led to the revelation of the "Case of the Mondays," positioning Coors Light as the remedy for post-Super Bowl Monday blues.
• Multi-Phase Rollout: The campaign was executed in carefully planned beats, including teaser releases, influencer collaborations, and retail activations with 1.8 million cases on store shelves.

Notable Quotes:

Nemesha Jain [23:25]: "Let's very intentionally put this mistake out in the world and let the Internet simmer on it and then say, oh, guys, we had a case of the Mondays."

Sofia Colucci [28:03]: "We treated it as a campaign, and as one does with a campaign... we were all in it together."

Introduction of Sloths as Brand Characters

A standout element of the campaign was the introduction of sloths as personified characters embodying the brand’s “chill” philosophy. The sloths became fan favorites, symbolizing relaxation and resistance to the chaos often associated with large events like the Super Bowl.

Key Points:

• Character Design: Sloths were chosen for their natural association with calmness and laziness, perfectly aligning with the campaign’s theme.
• Consumer Engagement: The sloths resonated with audiences, becoming memorable mascots for the brand.

Notable Quotes:

Nemesha Jain [27:32]: "Sloths are the epitome of chill. We are unfazed by the world around us, and that's the definition of being chill."

Fergus O’Carroll [32:11]: "The work is fantastic. You gotta do more sloths. It’s just great stuff."

Behind the Scenes: Strategy and Execution

The conversation sheds light on the collaborative efforts between Coors Light and Mischief, emphasizing the importance of a unified vision and strategic planning. The synchronized approach ensured that every aspect of the campaign, from media to social interactions, reinforced the core message of choosing chill.

Key Points:

• Unified Team Effort: Coordination between marketing, creative, and media teams was crucial for the campaign’s success.
• Strategic Planning: Detailed planning sessions outlined each phase of the campaign, ensuring consistency and impact.

Notable Quotes:

Sofia Colucci [28:28]: "We know that we needed to drive people to go get these cases and get them to retail. So it was very much intentional."

Nemesha Jain [25:08]: "Mischief is such a creative powerhouse. And because the nugget was so strong, long, the more we talked about it, the more ideas were coming up."

Conclusion

The episode concludes with Fergus O’Carroll commending the innovative strategies employed by Coors Light and Mischief, highlighting the successful integration of humor, strategic planning, and brand evolution. The "Case of the Mondays" campaign not only captivated audiences during the Super Bowl but also established a lasting cultural impact, reinforcing Coors Light’s position as a brand synonymous with choosing chill.

Final Thoughts:

• Brand Resilience: Coors Light’s ability to adapt and evolve its branding strategy demonstrates its resilience in a competitive market.
• Creative Excellence: The collaboration with Mischief exemplifies how creative problem-solving can lead to memorable and effective campaigns.

Notable Quote:

Fergus O’Carroll [32:43]: "The work is fantastic. You gotta do more sloths. Really good stuff. Thanks for being with us and we appreciate having you share the backstory."

Key Takeaways:

• Strategic Branding: Transitioning from a product-focused message to an emotion-driven narrative can deepen consumer connection.
• Creative Problem Solving: Overcoming advertising restrictions with humor and ingenuity can maintain brand presence without compromising values.
• Integrated Campaigns: A well-coordinated, multi-phase campaign can amplify brand messaging and foster cultural resonance.

For marketers and brand strategists, this episode offers valuable insights into leveraging creativity and strategic planning to navigate challenges and achieve impactful brand evolution.