Coors Light will be the star of Molson Coors’ ad running during the 2024 Super Bowl, the company’s Beer & Beyond blog reported.
Last year, Molson Coors ran a spot in the big game after decades of being shut out. Coors Light and Miller Lite both headlined the “The High Stakes Beer Ad,” which leaned into a partnership with DraftKings, before a surprise handoff to Blue Moon – the Belgian witbier offering of the company’s craft division first introduced in 1995.
This year, it appears Coors Light will have the spotlight to itself.
“Our decision to feature Coors Light in next year’s big game comes after several years of improving results and at a time of game-changing momentum for Molson Coors, especially our biggest brands,” Molson Coors CMO Sofia Colucci told Beer & Beyond.
Supporting this statement, Beer & Beyond cited Circana data showing Coors Light as the fastest-growing beer in the U.S., and Beer Canada data showing it overtook Bud Light as the top light beer in Canada back in March.
The move is part of a broader strategy by Molson Coors of investing big in marketing for the football season, after the company shared in its Q2 earnings report that it would be increasing its marketing spending by $100 million for the latter half of the year. A 30-second Super Bowl ad, as well as any supporting marketing initiatives, will represent a not insignificant chunk of that spending. For the 2023 Super Bowl, the average 30-second Super Bowl national broadcast spot cost $7 million, according to Forbes.
Coors LIght will also have a significant presence during the college football season. The brand backed up its ESPN College Gameday sponsorship with a packaging extension bringing the partnership front and center on its 24- and 30-pack offerings for the first time. Coors Light also kicked off a “Nothing Like Game Day '' promotional giveaway and introduced The Chill Throne reclining chair -- decked out with all sorts of bells and whistles -- which has since sold out.
The news almost certainly sets up a Super Bowl showdown with NFL sponsor Budweiser’s Bud Light, as the former category leader seeks to regain market share.