• by Teresa Buyikian , Yesterday

The summer of the World Cup is here, and along with it, Coors Light’s new marketing effort starring popular soccer announcer Andrés Cantor.

The brand’s “The Coooors Call” campaign plays off the similarities between shouts of “Gooooal!” during a soccer match and the beer’s name.

A new :30 spot for the effort, seen here, stars Cantor, known for his elongated "gooooal," shouted during matches, and touted by Coors as being one of the most recognizable sounds in sports history.

In the ad, created by Droga5, Cantor takes a seat at a sports bar, watching the World Cup. A bartender asks what he would like to drink at the exact moment a goal is scored, leading to Cantor’s famous shout of “gooooal,”  which is then echoed across backyard barbecues, watch parties and summer gatherings.  

 “The Coooors Call is our way of leaning all the way in by extending our name with the most iconic letter in soccer, Heated matches call for cold beers,”  said Sofia Colucci, CMO at Molson Coors Beverage Company in a release. "So between our partnership with Andrés Cantor, limited-edition packaging and Coors 0.0%, we're not missing a single celebration.”

The new effort also serves to promote the launch of Coors 0.0%, the brand's first 0.0% ABV brew. Available beginning in select Northeast markets this May, Coors 0.0% will be released nationwide in 2027. 

The campaign runs across TV, digital, retail and out-of-home throughout the season.  Andrés' son and fellow sports announcer Nico Cantor partners with his father on social executions.

Beginning April 30, consumers can enter to win beer money, among other prizes, by submitting their own take on the “Coooors Call.”