MOLSON COORS PRESENTS ‘THE HIGH STAKES BEER AD’ FOR THE SUPER BOWL
For some reason, the Coors Light and Miller Lite beer brands teamed up but it is not known what will come out of this unusual collaboration. Thus, Molson Coors broke the mold by launching ‘The High Stakes Beer Ad,’ a one-of-a-kind television commercial that will air during the national telecast of the big game on February 12. Fans will have a chance to win a share of a $500,000 cash prize if they correctly predict the details of the ad before it airs during the Super Bowl.
An agreement was recently released between DraftKings and consumers 21+ in most states; except Virginia. This agreement expands the possibilities for users to predict in detail what will happen inside the mysterious place. It is no longer just limited to predicting how much alcohol will be served, but also the facial hair of some characters and even the type of dog shown behind the bar.
“After being shut out of the Super Bowl for more than 30 years, we pushed to do something that had never been done before,” noted Michelle St. Clair. Jacques, marketing director of Molson Coors. “By giving people the opportunity to predict every detail of the announcement before it is even released, we are bringing our fans along for the ride and making them as excited about our return to the big stage as we are,” he added.
Likewise, Molson Coors went to great lengths to keep the information about the economic benefits at stake, even rolling out many different options of the commercial to choose from to prevent the news from leaking out. Winners will be eligible for up to $500,000 in prizes.
The decision to gamify the precious 30 seconds of advertising comes as sports betting has hit the mainstream in the United States and become embedded in the culture.
ESPN reported that more than 46 million Americans were expected to place legal bets on the NFL this season. But it’s not just the outcome of the games that people are placing bets on. They are playing fantasy sports, betting on prop bets like which receiver catches the first pass and on what flavor of sports drink will be unloaded on the winning coach.
Molson Coors, given the large number of people who bet on sports, decided to increase its investment in 2022 to reach that market. In fact, according to the New York Times, more than $161 billion had already been realized since sports betting became widely legalized.
Molson Coors is taking on the biggest betting race of the year, the High Stakes Beer Ad, to take advantage of one of the most significant advertising occasions of the year. And it comes as the company’s light beer brands have gained traction in the market. Coors Light and Miller Lite combined in 2022 to post their strongest dollar share performance in more than a decade, increasing total industry share in the fourth quarter.
Molson Coors took advantage of this opportunity to get back into the big advertising game. A fact that had been out of the way since 1989, due to Anheuser-Busch acquiring exclusive rights to promote its beers during the Super Bowl. Therefore, this meant that the competition would not be allowed to make announcements officially and nationally.
As soon as AB relinquished exclusivity, Molson Coors jumped at the chance, says St. Paul. Jacques. The company’s main brands, Coors Light and Miller Lite, initiated a debate to determine who would own the ad.
