Molson Coors has launched an ambitious campaign for the new college and professional football season in the United States, focusing on its two star brands: Coors Light and Miller Lite. The strategy combines new alliances, television sponsorships, themed packaging, and sweepstakes to attract fans over the age of 21.
Molson Coors’ campaign is aimed at the United States audience and focuses on both the NFL (professional league) and the NCAA (college football).
Coors Light is expanding its presence in college football with more than 40 team agreements, a strengthened link with ESPN College GameDay, and special edition packaging featuring the program’s image. The brand will offer VIP experiences, such as backstage access and game tickets, through sweepstakes linked to QR codes on the packaging. It will also sell retro college-style clothing in collaboration with American Needle.
For its part, Miller Lite is celebrating half a century as “the beer of football” with a campaign that includes 18 alliances with professional teams and close collaboration with ESPN Fantasy Football, the most popular gaming platform in its category. In addition, it will be the official sponsor of the Fantasy Draft Experience and the “Pigskin Pick’em Challenge” contest, where participants will compete for prizes of up to $10,000.
The beer, which launched its first major national campaign in 1975, is releasing commemorative 50th-anniversary packaging in various formats, accompanied by point-of-sale promotions that include sweepstakes for game tickets via QR codes.
According to Marketing Director Sofia Colucci, both brands seek to connect with fans at all moments of the season.
