Coors Light aims to help NCAA March Madness fans to keep their cool during the 2023 tournament season with limited edition beer-flavoured ice pops titled ‘Coors-icle’.
The Molson Coors owned beer brand brought its long-standing ‘chill’ positioning to life by distributing the first batch of its hoops-linked, refreshing icy products ahead of the start of the College Division One hoops championships and plans to add additional inventory each week until 24 March.
An integrated campaign encourages consumers to buy six-packs of the non-alcoholic ice pops for $20 online, while the limited edition lollies are also stocked in 800 participating bars, while fans can also enter a sweepstakes for the chance to win one of 100 free six-packs.
The marketing burst saw Coors Light partner with college basketball analyst Dick Vitale for a hero commercial which aired during March on television and across online channels backed by supporting digital and social media content.
The hero spot sees Vitale getting excited about a game, but managing to stay chilled with a Coors Light while a voice over states “I think he’s earned it” in reference to his storied career.
Titled ‘Ambassador Of Chill’, the core ad dropped across the brand’s own platforms from 14 March and during ESPN tournament coverage and was backed by a set of supporting social content.
Basketball caller Vitale is best known for his 44-year career with sports media giant ESPN and has a nationwide reputation for getting excited (0verly excited) while commentating on games. The 83-year-old cancer survivor recently made the news after turning down an offer from CBS to call games during the 2023 tournament: saying that he’d prefer to remain retired only worked with ESPN.
Comment
The brewer’s playful tournament activation once again Coors tactically opt for novelty branded, event-linked products (an approach taken with its Patrick Mahomes fronted ‘The Coors Light Flashlight‘ as a way to cut through the March Madness clutter and build a stronger connection to the college basketball event and its fans during a month-long national sports event during which beer sales traditionally soar.
For the 2022 tournament, Coors Light introduced ‘Chillollipops’ beer-flavoured lollipops which were created to calm rowdy fans. The candies sold out almost immediately.
Leave a comment
You must be logged in to post a comment.