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Coors Light Cools Down Soccer Fans With New Chill Jersey

As temps heat up across the country, Coors Light has a “Chill” solution, especially for soccer fans.

This week the brand announced the first drop of its new Coors Light Chill Jersey, supported by a new “Refresh the Game” summer online and streaming campaign. Coors is the official beer of Leagues Club, the soccer club tournament that features every team from Major League Soccer (MLS) and LIGA MX, and begins in July.

The limited edition shirt is no ordinary jersey. The Coors Light branded merch is the first-ever ”smart“ jersey, which is designed to keep the wearer cool with built-in thermal sensors that detect when body temperature rises, and proceeds to activate a cooling system, per the brand.

“Anyone who has watched a soccer match knows how heated it can get, especially as your favorite teams go head to head,” said Katie Feldman, director of marketing for the Coors Family of Brands. “Coors Light is fully committed to growing alongside the momentum of soccer in the U.S. The Chill Jersey is a consumer-driven example on how the brand is inserting its signature chill (in)to the sport and giving fans a tangible experience that makes enjoying soccer and Coors Light a bit more refreshing,” Feldman told Marketing Daily.

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The shirt is a part of a new summer campaign effort, Refresh the Game, which also includes a :30 and :15 spot in both English and Spanish. Created in partnership with ad agency Alma, the spot highlights the heat of excitement generated by watching a match. As patrons sit in a bar watching the game, fans begin to sweat, with one taking off his shirt in true soccer fashion. He cools down with, of course, a Coors Light. The campaign is running on OLV/OTT digital and will also be featured on Apple TV during MLS and Leagues Cup games.

The jersey will be promoted through the brand’s social channels and partnerships with MLS MVP Luciano Acosta and soccer star Alan Pulido, in addition to influencer marketing.

Fans can get the Chill Jersey for $50 for a limited time at www.thechilljersey.com. The shirts will drop in phases, with the first drop of 90 available now through June 21, followed by a second drop from July 16 to July 19 while supplies last.

 

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