Molson Coors is running it back. The brewing giant has officially announced that Coors Light will make a high-profile appearance in the upcoming 2024 Super Bowl, scheduled to be broadcast by CBS on February 11 in Las Vegas.
This marks the second consecutive year for Coors Light in the coveted Super Bowl advertising arena, following its appearance in February’s game alongside sibling brands Miller Lite and Blue Moon. The decision aligns with Coors Light’s remarkable surge in momentum, notably benefiting from the recent Bud Light controversy involving its promotional collaboration with transgender influencer Dylan Mulvaney.
The brand has become the fastest-growing beer in the U.S., and Molson Coors plans to invest an additional $100 million in marketing during the latter half of the year to capitalize on this success. Coors Light’s inclusion in the Super Bowl is a testament to its evolving market position and dominance in the beer category.
Molson Coors’ Chief Marketing Officer, Sofia Colucci, expressed confidence in Coors Light’s Super Bowl presence, emphasizing its suitability for “bringing more chill when the heat is on at the biggest stage in sports.”
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The company has not disclosed the agency it will collaborate with for the Super Bowl commercial, leaving the industry eagerly anticipating the creative direction. Last year’s Super Bowl campaign, “High Stakes Beer Ad,” from Droga5, leveraged a friendly rivalry between Coors Light and Miller Lite.
Coors Light’s current status as the top light beer in Canada further underscores its strategic positioning. As the beer industry undergoes dynamic shifts, Coors Light’s strategic Super Bowl play demonstrates Molson Coors’ commitment to leveraging its brands and adapting to market dynamics.
Super Bowl LVIII will be played at Allegiant Stadium in Las Vegas, Nevada on Sunday, February 11, 2024. It will be broadcast on CBS and streamed on Paramount+ and Nickelodeon. Usher will perform at halftime.
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