• by Danielle Oster , May 13, 2024

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Fresh off serving as train conductor in Coors Light’s Super Bowl campaign bringing back its “Chill Train,” LL Cool J is making a return for the brand as part of its new “Chill Amplified” music platform headlined by country star Lainey Wilson,

“Our new music program is inspired by something really simple -- when Coors Light and music come together, your chill gets amplified,”  Marcelo Pascoa, vice president of marketing for the Coors brand family, said in a statement.

In addition to LL Cool J and Lainey Wilson (who also made an appearance in the brand’s Super Bowl ad), the “Chill Amplified’ platform launched with indie rock band Mt. Joy and producer/reggaeton artist Tainy.

Initial activations for the platform include artist-inspired merch, point-of-sale marketing, and limited-edition packaging featuring a promotional sweepstakes offering VIP experiences – including premium concert tickets, concert activations, and meet-and-greet events. The brand’s Coors Light Music 2024 Promotion contest is open to anyone of legal drinking age who applies online, and runs through Sept. 3.

The brand introduced the first of its artist six-pack merch packages last week, with the Coors Light x Lainey Wilson Backstage Six-Pack, selling for $300, with a limited amount of merchandise made available to fans each day, through May 14, with the collection selling for $300. This initial collection includes: a Coors Light x Lainey Wilson Blue Sweatsuit, inspired by the country musician’s signature look; a Coors Light Dog Bowl (note: please don’t bring dogs to concerts); a Coors Light x Lainey Wilson “Red Truck” rug; a “Chill Amplified” LED sign; and a summer’s supply of  Coors Light, in the form of an $87.50 gift card.

The  brand’s new music platform could be a sign that investing in major music activations is becoming table stakes for the biggest light beer brands. AB InBev’s light beer brand, and former category leader, kicked off its 2024 Bud Light Backyard Tour with a performance by country star Zach Bryan in Las Vegas during Super Bowl weekend, following the introduction of the concert series the previous summer.