• by Teresa Buyikian , January 15, 2025

As the Super Bowl rapidly approaches, most beer brands are scurrying to make sure their brew is top of mind for those watching the game. But what about afterward, the following Monday, when fans of the losing team may feel the need to drown their sorrows?

Coors Light this week launched a new very literal SB marketing effort, focused on the estimated 60% of fans who may have “a case of the Mondays” after Sunday, Feb.9's showdown, per the brand. The beer maker has taken the phrase to its packaging, releasing new limited-time case with the name changed to “Mondays Light.”

The 12-pack packing will be available at retailers nationwide following the big game.

"Let's face it: the Monday after the Big Game takes 'Case of the Mondays' to a whole new level," said Marcelo Pascoa, vice president of marketing at Coors Light, in a statement. "So, we thought, why not turn that classic 'Case of the Mondays' into a literal case of Coors Light?"

The brand has launched an online contest via Instagram to accompany the packaging, where consumers can enter to win their own “Case of the Mondays.”

Coors Light found in the recent survey that Mondays are generally unpopular (not just during football season), with 71% of respondents preferring other days of the week. Yet 41% said the Monday following game day is one of the worst Mondays of the year.

The reasons are not just because their team lost; football fans hate Mondays because of staying up late to watch the game on Sunday (50%) and having to face work the next day after an “exhilarating game” (46%). Others cited the post-big-game Monday blues are due to the end of football season (36%), and 18% lamented no longer being able to “watch their favorite teams in action.”

The brand also teased the upcoming, yet-to-be-released 30-second Super Bowl spot, created by Mischief, which will mark the third year in a row Coors Light has advertised during the big game.