Molson Coors announced new campaigns to reinforce the presence of Coors Light and Miller Lite during the college and professional football season in the U.S.
Coors Light is betting on 41 partnerships with university teams through Learfield and maintains its collaboration with ESPN College GameDay. In addition, it is launching themed packaging and sweepstakes with VIP experiences, along with a retro clothing collection in partnership with American Needle.
For its part, Miller Lite celebrates its 50th anniversary by highlighting its connection with professional football. The brand activates 18 partnerships in the league, sponsors ESPN Fantasy Football, and presents commemorative packaging with promotions that include tickets to games.
Both beers seek to consolidate their connection with fans over 21 years of age throughout the season.
