Coors Light is going solo to Super Bowl LVIII in Las Vegas.
Molson Coors CMO Sofia Colucci revealed last week during the company’s annual distributor convention in Orlando that the company would again purchase commercial time during the Super Bowl, and this year’s ad time would be devoted to Coors Light.
Earlier this year, Molson Coors returned to the Super Bowl for the first time in 33 years with the “High Stakes Beer Ad,” featuring Coors Light, Miller Lite and a surprise cameo by Blue Moon.
“How do we top last year?” Colucci asked the thousands of wholesalers in attendance. “Well, what shows more confidence and more swagger than the fastest-growing volume share brand in the category having its own dedicated Super Bowl spot next year? That’s right, you heard it here first, Coors Light will be the brand we’re featuring at Super Bowl.”
The announcement was met with loud applause from the distributors in attendance.
Last month, AdAge reported that 85% of CBS’ ad inventory for Super Bowl LVIII had already sold out. The price of ads this year is reportedly $7 million for a 30-second spot.
Colucci told Brewbound that the company would run a 30-second spot during the Super Bowl. She declined to share which agency Molson Coors will be working with for the 2024 ad; Molson Coors partnered with Dorga5 for the “High Stakes Beer Ad” earlier this year.
“We have a really talented roster of carefully curated agency partners and something that I’m always really thoughtful of, and I take really seriously, is making sure that we’re rewarding our agency partners by ensuring that we give them the very best work possible,” she said.
Asked about the decision to focus only on Coors Light for next year’s ad, Colucci said the decision centered around featuring the company’s “biggest brand” and maintaining its momentum, which is “the fastest volume share gainer beer brand this year.”
“Our decision to feature Coors Light in next year’s big game really comes after several years of improving results and at a time of game changing momentum for Molson Coors, and especially on our biggest brands,” she said. “So we believe Coors Light is the perfect brand to bring more chill when the heat is on at the biggest stage in sports.”
Colucci called the 2023 Super Bowl ad “a historic moment” for Molson Coors. She noted that the “High Stakes Beer Ad” was the highest rated beer ad by AdWeek.
Super Bowl advertising presents an opportunity beyond the ad itself, to build both brand and culture over a longer period of time, Colucci said. Molson Coors views the game “as not just a 30-second spot but as a season.”
A second Super Bowl spot is part of Molson Coors’ overall sports-focused strategy. Molson Coors’ Coors Light brand has run quickie marketing campaigns with Kansas City Chiefs quarterback Patrick Mahomes, including the Coors Light and the Coors Light Bear ads.
Last week, Molson Coors announced a “multi-year partnership” with former NFL star J.J. Watt, making him the “face of Miller Lite football.”
“It was just a natural fit,” Colucci said of Watt, citing his ties to Wisconsin. “While we have big plans for J.J. Watt in football, with Miller Lite, we also believe that both brands can play in football in similar passion points, and they can come to life in different ways.”
The company boasts partnerships with 16 NFL franchises and ESPN Fantasy Football.