Molson Coors highlighted the role that its beers have played in American football culture in the United States, with advertising campaigns dating back to the mid-20th century that cemented the association between beer consumption and professional and college games.
In the fifties, Miller High Life launched television ads with the slogan “Taste the High Life” , featuring its iconic “Girl in the Moon” in familiar scenes of football fans. Decades later, in the eighties, Miller Lite popularized the campaign “Tastes Great, Less Filling! ”, starring athletes who debated the qualities of light beer, making football an essential part of its brand identity.
At the same time, Coors also bet on the sport, with ads that presented its beers as essential at fan gatherings. In the nineties and 2000s, Coors Light incorporated football elements into cans and bottles, and even launched designs with shapes inspired by balls.
Currently, Molson Coors brands maintain multiple alliances with professional and college teams, in addition to themed packaging and agreements with sports media, reinforcing a historic relationship between beer and American football that remains in effect.
